MAM
Coca-Cola’s back in action with Ash and cash
MUMBAI: After a long sabatical Coca-Cola India is back this summer with one of the biggest consumer promotions in the soft drinks category. Titled ‘Thanda Aish-Cash’ is a campaign that takes the evolution of ‘Thanda Matlab Coca-Cola’ to a new level and will give consumers a chance to win cash prizes through an exciting Under-the-Crown (UTC) promotion. These cash prizes go upto Rs.1,000 in value and the total cash prizes amounts to Rs.1 crore. In addition to this, one lucky winner will get the chance of a lifetime to accompany the gorgeous Aishwarya Rai to an international premier of her next film on a foreign location.
The ‘Thanda Aish-Cash’ promotion looks at strengthing the consumer-connection with the strong equity built around ‘Thanda Matlab Coca-Cola’ campaigns that seemed to have built a bond with millions of consumers across the country for over two years. The consumer simply needs to peel the crown liner and place it on a ‘Thanda’ bottle for the prize message to appear magically.
“This promo is one of the first of its kind on innovation, scale and execution. The ‘Thanda’ mechanism which is being used for the first time reinforces the strong connection with Coca-Cola’s brand identity established through memorable ‘Thanda Matlab Coca-Cola’ campaigns during the last two years,” says Coca-Cola India corporate communication head.Vikas Kochhar.
Thanda Aish-Cash is supported by an integrated marketing and communication act which will begin with the launch of the TVC featuring Coca-Cola Brand Ambassador Aishwarya Rai and Rajpal Yadav to be aired nationally from next week across all mainline channels.
The ad is made by the famous ad and feature film producer Ram Madhvani and scripted by Prasoon Joshi of McCann Erickson. The key highlight of the campaign is the catchy new music styled on the lines of “Haryanvi Rap” which merges the ‘desi’ colloquial lingo with upmarket ‘rap’ beats. Also, this is for the first time that the Bollywood comedian Rajpal Yadav is sharing the screen with Aishwarya Rai.
In addition to the above mentioned prizes, the consumers can also take home “Aishwarya Magic Glasses”. These exclusive magic glasses display images of the Wonders of the World on the glass surface when filled with Thanda and are available in exchange for the special crown liner and Rs. seven.
MAM
VIDA partners with Kolkata Knight Riders, gifts SRK limited-edition electric scooter
Bollywood superstar receives custom DIRT.E K3 Knight Edition as symbol of collaboration.
MUMBAI: Shah Rukh Khan just got a new ride that’s truly fit for a King and it comes with a serious green twist. Electric two-wheeler brand VIDA has teamed up with Kolkata Knight Riders for the upcoming cricket season and marked the partnership by presenting a limited-edition DIRT.E K3 – the Knight Edition – to the team’s co-owner and global icon, Shah Rukh Khan.
The custom scooter symbolises the coming together of two brands that stand for aspiration, confidence, and a progressive, sustainable future. VIDA and KKR aim to engage with a generation that is bold in its choices and ready to drive meaningful change.
The sleek, knight-themed DIRT.E K3 was specially designed to reflect the spirit of the partnership, blending performance with eco-conscious mobility.
This collaboration highlights VIDA’s growing presence in the electric mobility space while leveraging the massive reach and emotional connect of the Kolkata Knight Riders franchise and its charismatic leader.
In a world where style meets sustainability, VIDA and KKR have found the perfect match. With Shah Rukh Khan now officially riding for the Knight Riders off the field as well, this partnership promises to be anything but ordinary. Expect the roads and the stands to get a lot more stylish and a lot more electric.
