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Our Bureau

The ad has been conceptualised by McCann Erickson

Mumbai , March 20

Coca-Cola is planning a new brand campaign called `Thande Ka Tadka' for the summer, which includes a TV commercial featuring Aishwarya Rai.

The ad has been conceptualised by Mr Prasoon Joshi of McCann Erickson and brought to life by Mr Abhijit Chaudhuri of Black Magic Productions.

The new ads would hit TV screens in different variants. The entire campaign will go full steam ahead across all leading channels from March 26.

Mr Vikas Gupta, Vice-President (Marketing), said: "The youth of today is rearing to take on the world. They are smart, energetic, focused, and confident enough to transform their aspirations into reality. The `Thande ka Tadka' campaign connects instantly with this evolved persona. It features Aishwarya in a totally new avatar. She uses wit and humour and encourages us all to take control of one's life without being intimidated."

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

Mr Prasoon Joshi, Regional Creative Director, South Asia & South-East Asia, McCann Erickson, 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 added: The 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."

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