According to the YouTube description: “In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations — India and Pakistan. The initiative ‘Small World Machines’ provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols – together.”
The video was created by Leo Burnett, and has received some criticism that it may be over promising. As an article in the Washington Post points out: “Indo-Pakistani tensions could use all the help they can get. The two countries, since breaking apart in 1947, have fought three major wars, including a 1999 incident that almost led to nuclear conflict. Pakistan’s military intelligence service has been accused of supporting anti-India terror groups. Polling in both countries suggests Indians and Pakistanis fear and mistrust one another deeply.”
How likely is it that a shared beverage experience is going to make a real difference?