Indiantelevision.com Team

(20 September 2007 4:00 pm)

MUMBAI: Coco Cola's orange flavored soft drink Fanta has launch of its new integrated marketing communication campaign 'Ghoonth Bhar Shararat Kar Ley' featuring south Indian actress and brand ambassador Trisha.

According to an official release, the campaign which is targeted towards the youth showcases Trisha in an all-new "mischievous avatar" and will hit leading TV channels nationally in the fourth week of September.

Coco Cola India VP marketing Venkatesh Kini said, "The latest Fanta campaign showcases how a bottle of Fanta brings masti to the fingertips of consumers with a burst of Orange flavor. Fanta has already created a unique place in the minds of the consumers with its distinct bolder taste experience and the launch of this initiative will further strengthen it's connect with the consumers."

The latest marketing initiative, conceptualized by Ogilvy & Mather aims to capture the fun and mischief in every moment of life. The campaign depicts how a sip of Fanta can turn a quiet and lackluster gathering into a musical and a youthful party.

In-addition to leveraging mass media, the integrated communication plan is also complimented by a range of on ground initiatives. This includes road shows and contests across all key markets as a part of consumer activation programme.

Ogilvy and Mather creative director Titus Upputuru said, "The task was to add a new dimension to the taste of the bolder Fanta, making it more fun and buoyant. The bold orange flavor and colour of Fanta lends itself to fun and mischief. The music in this film provided by music director Sameer Uddin and the advanced special effects that have been designed in Singapore give an imaginative visualization to how Trisha transforms the boring gathering into a party with just a sip of Fanta. The way the campaign has finally shaped up, I am sure the youth of today would find it extremely appealing."

The new Fanta commercial has been shot in Bangkok with advanced special effects designed in Singapore, and directed by the director Vinil of Foot Candles.