Indiantelevision.com Team

(29 February 2008 2:00 pm)

MUMBAI: In order to forge a stronger connect with the young generation, Coca-Cola India is all set to launch its new summer ad campaign featuring Bollywood star Hrithik Roshan.

Earlier, Roshan was signed on by the cola major in 2006 for a campaign during the promotion of Dhoom 2. This time, he will feature in a Rs 10-million television campaign Jashan Mana Le, reports The Hindu.

After the new TVC, long-time Coca-Cola brand ambassador Aamir Khan will also be seen in subsequent campaign.

The company is launching an integrated communication initiative to include mass media advertising on TV channels, which will be complimented by out-of-home advertising and a range of on-the-ground initiatives including road shows and contests across key markets.

Set to roll out in early March 2008, the new Coca-Cola campaign is conceived by McCann Erickson - Delhi and the communication directed by Big Picture Company.

As reported earlier, rival PepsiCo has roped in the Bollywood triumvirate of Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone for its latest campaign Yeh Hai Youngistaan Meri Jaan.

Coca-Cola India has already rolled out campaigns for its non-cola brands like Maaza, Minute Maid Pulpy Orange, Sprite and Fanta.