MUMBAI: Coca-Cola is all set to sizzle consumers this summer as it unleashes a new brand campaign - “Coca-Cola Thande kA Tadka” with Aishwarya Rai.

The campaign encapsulates the newfound confidence of the Indian youth and using wit and humor speaks the language of an empowered generation. Coca-Cola Thande kA Tadka is a refreshing take on the current youth mindset of purposeful action and a self empowered point of view.

The ad for the new campaign has been conceptualised by McCann Erickson regional creative director South Asia and South East Asia Prasoon Joshi and directed by Abhijit Chaudhuri of Black Magic Productions.

The Coca-Cola Thande kA Tadka ads will hit the TV screens in different variants. The entire campaign will launch across major TV channels from 26 March.

The new Coca-Cola Thande kA Tadka series adds yet another dimension and is a natural progression from the earlier campaigns that the company has run. With “Thanda Matlab Coca-Cola,” the brand celebrated pride in our national roots and the deep-rooted Indian-ness within all of us. The “Piyo sar utha ke” campaign went a step forward bring out the bold optimism of the new India through the framework of idealism-hope-belief.

The “Thande kA Tadka” now aims at displaying the current youth’s refreshing drive of purposeful action and a self-empowered point of view.

Joshi said, "The sheer power of the Coca-Cola brand lies in its multi dimensional appeal. Each new dimension when explored, gives a consumer yet another chance to strengthen his or her emotional connect with the brand. However while embarking on this exploratory journey; care needs to be taken to ensure that each new dimension is presented in a very engaging and relevant manner to the consumers."

He further added, "The Coca-Cola Thande kA Tadka campaign projects the attitude of the brand in a very entertaining and engaging manner. It also exploits the youth lingo which helps the brand connect with the youth of the country."

The TVC begins with Aishwarya being whistled at by a group of college boys. But, instead of shying away from the rowdy situation she takes the opportunity to change the situation around in an engaging and humorous way.

What follows is an entertaining lesson by Aishwarya on the art of whistling. The guys are clean bowled not only by her uncommon talent but also her swashbuckling attitude. This end result aptly captures the sign off “Thande kA Tadka.”