By Anil Thakraney
After TOI’s Aman Ki Asha campaign, here comes an idea from Coca Cola to help bridge the divide between India and Pakistan, a divide which only seems to be growing deeper each year.
Coca-Cola calls it ‘Small World Machines’. Vending machines have been installed in malls at New Delhi and Lahore. And through these 3D touch screen machines, people from the two nations are able to virtually join hands. And naturally, since this is an ad venture (which rules out poisonous elements like Hafiz Syed), janata from both nations is elated to meet and greet.
Well, all one can do is appreciate such efforts, and hope that they make a difference. It’s quite obvious by now that the netas from either side can’t lick this problem, so whatever little enterprise is shown by the private sector is welcome. The idea of touch screen machines is neat, since they help you physically bond with the person from the other nation. It demonstrates the similarity of people from both sides, leaves you with that hearty feeling: ‘Oye, yeh toh hamare jaise log hain!’. Also, it goes nicely with Coke’s ‘Open Happiness’ theme. Do take a look at the number of views this video has already garnered, this idea seems to be working.
Hope to see more of these vending machines installed in many cities across the two nations. And if I spot Dawood bhai on the other side, I may not join hands with him, but it will give me an opportunity to show the finger. 🙂
Rating: (On a scale of 1-5): 4. Cool, innovative public service concept.
Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.