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Our Bureau

New Delhi, April 24

Coca-Cola Indiahas spruced up its marketing campaign for the summer.

The Coca-Cola's Thande ka Tadka campaign, launched earlier by Aishwarya Rai, now has Aamir Khan endorsing it. "In the latest brand initiative, Aamir makes an appearance as a tourist who reinforces the concept of Thanda as being synonymous with a bottle of Coca-Cola," a company press release stated.

The new brand campaign would be aired on all television channels from April 26. According to Mr Vikas Gupta, Vice President-Marketing, Coca-Cola India, "Thanda is synonymous with Coca-Cola. The new brand initiative utilises Aamir's humour and acting skills and further enhances the impact of Coca-Cola's brand campaign for the summer."

Mr Prasoon Joshi, Regional Creative Director, South and South East Asia, Mc Cann Erickson, who has conceptualised the advertisement, said: "The advertisement will clearly enhance a more definitive role for Coca-Cola."

In addition to this, Coca-Cola India has also planned an "integrated food campaign", which will be supported by an "on-the-ground programme" in terms of visibility and trade activation.

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