When we are born, the only thing that stands out as the preeminent trait is our language. So, it becomes the identity of people. For Bangladeshis, Bangla is a core part of its identity as this land was also named after the language. But today’s generation, since their childhood, encounters more than one foreign language, namely English and Hindi, through academia and satellite channels, eventually replacing Bangla words with foreign words, one after another. This phenomenon creates way for hybrid words, which slowly gets into the popular culture making it a sign of cool.

But when a word dies, it doesn’t die alone! Along with its death, eventually die its history, culture and values associated with it. So, the death of a word marks the beginning of a race’s decay. So, we decided to bring the lost words back. Hence, the creative idea was ‘In search of the lost words’.

The campaign started with a teaser of wall painting on February 1, the first day of the month of language. The selected 21 words were written on the walls in the format of lost news and were invited back from the lost. From February 3, limited edition bottles were made available in stores with the words and their meanings written on the labels. Press ads and posters of the same were also published.

Experimental videos were uploaded with interviews of random people, who were asked the meaning of the lost Bengali words, which none could answer. A dedicated microsite was launched for people to submit other words they think are being lost. Upon submission, one would get a Digital Certificate to share on social channels. A theatre named “Lost news’ was also written and staged in 20 universities from February 10 and in the national theatre auditorium from 16 February.

All the 6.9 million limited edition bottles were sold within the month.

290K unique visitors visited the microsite with 3+ minutes average spending time each session. People submitted a total of 5,500+ unique lost words. 13,000+ Digital Certificates have been generated and shared on social media, resulting into 6.5M+ organic reach. The videos have gained a total of 10M+ reach with 5M+ views on social channels. The campaign received a total of 20 million+ impressions, which is almost 50% of the Internet population of this country.

The theatre shows staged in 20 universities had a total audience count of 50K+ and the 10 shows staged in national theatre auditorium had a total audience count of 15K+.

All the 29 national TV channels and 48 newspapers and online news portals talked about the campaign reaching 10 Million people countrywide.

All these helped reinstate Coca-Cola as a culturally connected social connector brand.