The Hindu Business Line : Coca-Cola's summer campaign

Having made `thanda' synonymous with Coca-Cola, the Indian arm of the US based-global aerated beverage company, on Tuesday announced the launch of an intensive integrated marketing communication programme for the forthcoming summer season. Based on the theme `sabka thanda ek', the campaign has been designed to leverage the Coca-Cola brand from its refreshment platform to a higher order by establishing itself as the universal choice that brings people together.

Mr Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said in a company press release: "Over the years we have made `thanda' and refreshment synonymous with Coca-Cola. The new campaign `sabka thanda ek' strengthens the universal appeal of the brand amongst consumers. It offers a higher order of emotional benefit of bringing people together. And who else to better communicate this message, but our brand ambassador Aamir Khan, in a never been seen appearance." The television campaign has been conceptualised by Mr Prasoon Joshi, Executive Chairman and Regional Creative Director (South and South-East Asia), McCann Erickson. The company is also attempting to leverage from the Internet by building and promoting communities, through its myenjoyzone.com, an interactive destination for Coca-Cola's consumers.

More Stories on : Advertising | Beverages

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
UCO Bank bets on retail sales force

Market opens up for mechanised multi-level parking systems

Godrej to extend Nutrine brand to gums, chocolates

`Novartis to continue with Glivec case'

Coca-Cola's summer campaign

Tata Sky investing Rs 3,000 cr in expansion

Royal Classic Polo plans more outlets

Cisco releases new system

New Microchip Tech tool

New HP product launched