Indiantelevision.com Team

(24 April 2006 7:00 pm)

MUMBAI: After Aishwarya Rai's 'kamar Coca Cola' ad to mark the beginning of the Coca-Cola Thande ka Tadka" campaign, the beverage company has now rolled out another ad with the versatile Aamir Khan. After donning personnae of a Bihari, Punjabi, Nepali and a 'tapori,' this time the Khan will be seen as a Japanese tourist.

In this ad, Aamir makes a clever and funny appearance as a tourist who not only underlines the message of "How food tastes best when had with Coca-Cola," but also reinforces the entire concept of "Thanda" being synonymous with a bottle of Coca-Cola. The new brand campaign will launch on 26 April.

Coca-Cola India vice president marketing Vikas Gupta said, "Thanda is synonymous with Coca-Cola. It is also an established fact that food tastes best, when had with the world's favorite soft drink. To blend and deliver all these messages to the consumer, the new brand initiative utilises Aamir's humour and acting skills. With the recipe now complete, the initiative further enhances the impact of Coca-Cola's brand campaign for the summer - "Thande ka Tadka."

The ad opens with Aamir, who is mistaken for a tourist, entering a restaurant and being shown with a special overpriced menu by the manager whose aim was to fool an unsuspecting tourist. But Aamir asks to be served with "Thanda food." The puzzled restaurant manager later on discovers that is actually being asked is - Thanda (Coca-Cola) and food.

Joshi said, "The challenge here was to carry forward the feelings of intense positivism seen in the "Piyo Sar Utha Ke" campaign and take it forward to an even higher realm. If you notice while "piyo sar utha ke" worked within the framework of idealism-hope-belief, Thande ka Tadka takes that same belief and converts it into action all the while supported by your very own Coca-Cola. The ad will clearly enhance a more definitive role for Coca-Cola in the consumer's life. The denouement of the ad is what will leave the audience pleasantly surprised "

In addition to above the line initiatives, Coca-Cola India has also planned an integrated food campaign, which will leverage other evolving media and will be supported by a strong on the ground program in terms of visibility and trade activation.