The Hindu Business Line : Rathore shoots for Coke

BANGALORE: Coca-Cola is celebrating the common man's spirit for achievement and who better than Rajyavardhan Singh Rathore to endorse that emotion.

The new campaign for the soft drink, featuring India's ace shooter and Olympic silver medal winner, has been designed to capture the `positively uplifting moments of our daily lives', according to Mr Prasoon Joshi, National Creative Director, McCann Erickson, who has conceptualised and designed the commercial.

"Rajyavardhan Rathore is a real honest man who has struggled to be where he is and our campaign reflects that feeling," he told Business Line today.

"Look Up' or Piyo Sar Utha Ke has come from the idea that people look up to drink a bottle of Coca-Cola during life's special moments. The campaign seeks to encapsulate the mood and magic of these moments (demonstrated by Rajyavardhan Rathore). Incidentally, Aamir Khan, who has been endorsing the Coca-Cola too makes an appearance in the campaign. The commercial, which is being aired since Sunday, is anchored by Aamir Khan who acts as both narrator and chief protagonist.

The film has been produced by Shoojit Sircar and the music has been composed by Taufiq.

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