MUMBAI: When you have a Bollywood star endorsing your product, it makes sense to have some activity around your brand if the star has an impending film release. And when the star is the elusive Aamir Khan, the opportunity is rare considering the limited number of films he does. Cashing in on the next release of Aamir's Rang De Basanti, Coca Cola will be rolling out 300 ml special edition returnable glass bottles.

The new bottles will be sporting a Coca-Cola shrink sleeve with the image of Aamir Khan, the Rang De Basanti movie logo and the images of the rest of the film cast emblazoned on it.

The unveiling of the special edition "Coca-Cola-Rang De Basanti" bottle innovation has been timed with the opening of the movie on 20 January and the corresponding launch of a mega Coca-Cola consumer initiative. The company will market these limited edition bottles in Delhi and Mumbai.

Coca Cola India vice president marketing Vikas Gupta said, "The launch of the special edition "Coca-Cola-Rang De Basanti" bottles is all about making Bollywood history and adding yet another innovation to celebrate the ever growing popularity of Indian movies. The film Rang De Basanti underlines one's belief in truth and optimism for success. Such emotions in a way also reflect Coca-Cola's current theme of "Piyo Sar Utha Ke". For the maximum number of consumers to connect with such emotions, the entire initiative has been further complimented by an interesting consumer engagement program which includes a once in a lifetime chance to meet Aamir Khan."

A consumer engagement initiative has also been rolled out wherein consumers have to keep track of Coca-Cola ads in leading publications and on radio and answer a question - "Which hero from Rang De Basanti film also drinks Coca-Cola, Piyo Sar Utha Ke?" The options are: (a) Aamir Khan (b) Genghis Khan (c) Sher Khan.

The consumers then need to SMS Coke followed by 'A' or 'B' or 'C' to the short code 8558.

As part of the grand prize, lucky winners will get an opportunity to meet Aamir Khan. In addition, Coca-Cola would also give out 1000 free passes to consumers for Rang De Basanti, in the two metros. Other prizes also include goodies like Coca-Cola Rang De Basanti co-branded CDs and cassettes.

Also, Coca-Cola- Rang De Basanti co-branded movie trailers, currently running on various channels, will also take forward the "Piyo Sar Utha ke" campaign. The new co-branded movie trailers shows a montage of sights and scenes from the film, thus connecting the consumers not only with the movie but also with the campaign.