Coca -Cola launches new ''Thanda Series'' ad campaign
By Our Corporate Bureau | 31 Mar 2005
''Thanda
matlab Coca-Cola'' series (cold means Coca-Cola) is back with a bang this
summer with a new ad campaign featuring its brand ambassador Aamir Khan in
two avatars. It is the first time that the actor will be seen in a double
role in an advertisement shot in a tele-serial format.
Vikas Gupta, vice president, marketing Coca-Cola India said, "The ad-campaign has a new concept. It looks at strengthening Coca-Cola''s market share in the home consumption segment, which accounts for over 30 per cent of the total soft drink market in India. The ad campaign re-iterates that Coca-Cola is a beverage enjoyed by all age groups."
The new thanda ad takes a typical situation inside any Indian home. Aamir Khan plays an NRI who has come to meet the daughter of the family for marriage. The other role Aamir Khan plays is that of typical Indian housewife, Manno bhabhi, the daughter-in-law of the house. The TVC has been conceptualised and scripted by Prasoon Joshi of McCann Erickson and directed by Abhijeet Chaudhuri of Black Magic Productions whose ad-films have won numerable ABBY, AAAI and Ad Club Awards. The new ad campaign was launched nationally on Wednesday, 30th March 2005.
The new ad takes on from the earlier ''thanda series'', the successful advertising campaign that featured Aamir Khan essaying six distinctive characters around outdoor situations — a Hyderabadi at a bus station, a local rowdy at an Irani Café, Punjabi faramer in his field and a Nepali guide, etc.