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Two <keyword id="6359674" type="ORGANIZATION" weightage="20" keywordseo="IIT-Roorkee">IIT Roorkee</keyword> batchmates have returned to the campus five years after graduating from the college to start a café called Sattiviko Idea Café. You may call it their way of paying back to the college which it is, but more importantly, the duo wants GenNext to get inspired and feel encouraged to start their own businesses. It is for this reason <keyword id="2741713" type="UNKNOWN" weightage="20" keywordseo="Prasoon-Gupta">Prasoon Gupta</keyword> and <keyword id="633617" type="UNKNOWN" weightage="20" keywordseo="Ankush-Sharma">Ankush Sharma</keyword>’s venture is not simply a restaurant, but an innovation/incubation center of sorts. It's a place for students to interact and exchange ideas with former graduates/seniors/mentors while sitting across the food tables savouring some delicious food in between their classes. 
	 
	This idea cafes will see mentoring sessions by a group of over 300 entrepreneurs and professionals like InMobi co-founder Mohit Saxena, Commonfloor founder Sumit Jain, and Raman Roy, chairman of Quattro BPO Solutions among others.

	 
	For their noble deed, the duo has got 2,200 sq/ft space inside the campus, and that too at a very cheap rent. 

	 
	Their vedic journey started back in February 2014 when Prasoon had quit his five year old venture Tech-buddy, a consultancy firm, and opened an NGO called Swarajneeti with the sole purpose of educating the modern generation for transparency in democratic India via innovative technological tools. 
	 Post elections, however, he decided to devote all his time to his new venture <keyword id="2241713" type="UNKNOWN" weightage="20" keywordseo="Sattviko">Sattviko</keyword>, along with his batchmate Ankush Sharma. 
	The start-up was inspired by the sattvik way of life that emphasized purity and served cuisine from India. But soon after some time, they adopted cuisines from across the world, such as Mexican, Italian and American that conform to certain rules - no onions or garlic! 

	 
	Sattviko started as a quick-service restaurant and then evolved over the years to become an e-marketplace, delivering an exceptional experience to customers who look to adopt yoga and its practices.

	 It currently has two outlets in Delhi and one in Gurgaon which cater to approximately 500 people. Sattviko raised Rs 2 crore as seed funding last year, in a round led by online real estate portal CommonFloor co-founder Sumit Jain, Xerox India Non-Executive Director <keyword id="116474" type="PERSON" weightage="20" keywordseo="Rajat-Jain">Rajat Jain</keyword>, and <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> executive <keyword id="358198" type="PERSON" weightage="20" keywordseo="Sanjay-Bhasin">Sanjay Bhasin</keyword>. 
	Both the young founders have big dreams for Sattviko. They want to take their baby to become a 100-crore plus company in the next few years. They also have plans to launch 10 Idea cafes across IITs in the country this year. For now, Sattiviko Idea Café is a rage in the campus and all we can say is - What an idea, sirji!

Meet the two IITians who have started 'idea cafe' at IIT Roorkee, and plan to hit 10 more IITs with their stellar idea this year

<h1>
	<a href="http://www.youtube.com/watch?v=q4p9RD-Fm8c" target="_blank"></a></h1>
 The brand universally synonymous with happiness, <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, gives a refreshing new twist to 'Open Happiness' and urges consumers to revel in the joys of life, big and small. The latest campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', features new brand ambassadors Deepika Padukone and <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>. As an extension of Coke's earlier 'Open Happiness' campaign, this one also looks at finding the smaller joys of life.

	Conceptualised by McCann Erickson, the campaign finds Deepika and Farhan interacting in everyday situations. Based in a rural environment, the company hopes that the campaign will resonate with the masses and place Coca-Cola firmly as the fastest growing soft drink brand.
 Debabrata Mukherjee, VP - Marketing &amp; Commercial, <keyword id="6385848" type="COMPANY" weightage="80" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, said, "Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', we have translated the brand's happy energy into a series of commercials which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial, the situations are everyday, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola."

	Mukherjee added, "We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of 'everyday people' with great ease. They are great role models and very inspirational for millions across the country."

	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg"></a>The campaign opens with Deepika Padukone missing the bus to her college. She is visibly angry since she thinks if she misses her exam she would be married off and would have to be in the kitchen all the time. Farhan Akhtar, who has been listening to the conversation between Deepika and her friend, takes a sip of Coke and quickly jumps into action. He takes his rickshaw and asks her to hop in. As they overtake the bus while enjoying the ride, the Coke song plays. He drops Deepika at the college gate and tells her that whatever he does, he won't make her stay in the kitchen all the time. The TVC ends with the voiceover declaring: "Khushi chhoti ho ya badi, har khushi mein Coca-Cola" (Be it a small or big happiness, for every happiness there is a Coca-Cola).
 Scripted by Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, the campaign has been produced by Guneet Monga's <keyword id="2096886" type="UNKNOWN" weightage="40" keywordseo="Golden-Gaddi-Films">Golden Gaddi Films</keyword> and directed by acclaimed director Anurag Kashyap. The music of the campaign has been created by <keyword id="718705" type="UNKNOWN" weightage="40" keywordseo="Mikey-McCleary">Mikey McCleary</keyword> and Vishal Khurana.

	The campaign will be extended to OOH, digital, behind the label promotion, point of sale merchandise and on-ground initiatives for various key markets.

	Joshi said, "The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It's this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors who have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city."

	Anurag Kashyap, who has directed the campaign, said, "The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy, no matter how big or small. I loved the concept of putting the cosmopolitan and glamorous Deepika and Farhan in extremely rustic scenarios that appeal to masses. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola."

	Newly appointed Coca-Cola brand ambassador Deepika Padukone commented, "When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful."
 <keyword id="28751" type="UNKNOWN" weightage="80" keywordseo="Farhan-Akthar">Farhan Akthar</keyword> added, "What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character."

	The TVC: 
 
 



	Credits:

	Client: Coca-Cola India

	Agency: McCann Ericksson

	Creative Team: Prasoon Joshi, Pradyumna Chauhan - NCD

	Account Management: Alok Lall, Sarthak Sharma, Onkar Chand

	Account Planning: Jitender Dabas, Vibha Gupta

	Production House: Golden Gaddi

	Director (film): Anurag Kashyap

	Music: Mikey McCleary and Vishal Khurana
 
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Coca-Cola Unveils New 'Happiness' Campaign That Celebrates Life's Joys, Big Or Small

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Meet the two IITians who have started 'idea cafe' at IIT Roorkee, and plan to hit 10 more IITs with their stellar idea this year

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Coca-Cola Unveils New 'Happiness' Campaign That Celebrates Life's Joys, Big Or Small

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