MUMBAI: Coke is back with a bang starting the year with a tribute to cricket's most valuable assets - its fans. A new television commercial with the tagline "Cricket Jiyo, Thanda Piyo" will be launched on 20 February.

For the first time, Coca-Cola India is using claymation as a format for advertising. This ad was originally crafted in Mexico based on the consumer passion for football and has been suitably modified for the Indian audience.

The ad portrays, in a refreshingly humorous manner, how the passion for cricket brings together rivals.

The TVC will be launched on channels like ESPN, Star Sports, AXN, MTV, Channel [V], VH1, Discovery, NGC, HBO, Zee Studio, Max, Star World, Zoom and Zee Café.

A special preview of the ad will be aired on 16 February during the fourth India-Pakistan One Day International on Ten Sports.