Coca-Cola’s Advertisement Promotes Peace between India and Pakistan

July 9, 2013

Unlocking Word Meanings

Read the following words/expressions found in today’s article. 

1. advocate 
[AD-vuh-keyt] (v.) – to promote
Example: One of the United Nations’ objectives is to advocate peace among all member countries.

2. patronize [PEY-truh-nahyz, PA] (v.) – to buy a product regularly or to become a regular client
Example: Nationalistic citizens patronize local products.

3. vending machine [VEN-ding muh-SHEEN] (n.) – a machine in which one can insert money to buy drinks, food, and other small products
Example: Insert coins in the vending machine to buy coffee.

4. moving [MOO-ving] (adj.) – causing strong emotion
Example: Some viewers cried after watching the moving and touching video.

5. virtual [VUR-choo-uh l] (adj.) – taking place on the computer, often through the Internet
ExampleVirtual libraries on the Internet can help you understand the history of South Asia.


Read the text below.
Coca-Cola, a multinational beverage company, released a three-minute advertisement that advocates peace between India and Pakistan as it convinces people to buy Coke products.

Neighboring countries India and Pakistan are known to have conflicts brought about by previous wars. These wars caused historical differences and political conflicts that remain to separate the two countries.

Although Coca-Cola aims to encourage more people in Pakistan to patronize the company’s products, the initiative to promote peace between both countries is quite evident.

The company shot the advertisement in Lahore, Pakistan and in New Delhi, India. The advertisement is entitled ‘Coca Cola Small World Machines—Bringing Pakistan and India Together.’

Vending machines with live-streaming camera and 3D touchscreen technology were assembled in selected location in each of the countries. Each vending machine had screens that showed people from the other country. Before a person could get a drink, the machine asked him or her to interact with the person on the screen. With the technologically advanced vending machine, Indians and Pakistanis were able to communicate, wave at each other, and even dance together.

This campaign did not just showcase remarkable technology. It also created a moving experience for the people who have used or saw their neighbors use the vending machine.

The virtual interaction suggests that strong unity can still exist between Pakistan and India. Through this campaign, Coca-Cola has shown that unity brings happiness and goodness to the people of both countries.

Viewpoint Discussion

Enjoy a discussion with your tutor.  

Discussion A

·         In your opinion, what makes this campaign different from usual soft drink advertisements?
·         Do you think advertisements can be effective in promoting an advocacy? Please explain your answer.

Discussion B

·         Do you agree with how companies use world issues to promote their products? Why?
·         What do you think is the strategy behind product campaigns that involves world issues like peace, hunger, poverty, etc.?


July 9, 2013