From Maxtouch to Orange to Hutch to Vodafone, but Coke still bets on the Orange; Fanta has a new ad campaign
By Our Corporate Bureau | 22 Sep 2007
New Delhi: Giving a much needed boost to its Fanta brand, Coca Cola India is looking at the 'Orange' flavour to spike its otherwise fizz-less sweetened carbonated water business.
Scheduled to roll out in the 4th week of September, the new campaign features Fanta Brand Ambassador Trisha, in the latest Ghoonth Bhar Shararat Kar Ley campaign.
Coca Cola India's latest integrated marketing communication campaign targets the youth who believe in giving their best, seek fun and enjoyment in everything they do. The new Fanta campaign was shot in Bangkok with advanced special effects designed in Singapore with a view to give an exciting, creative visualisation. The campaign will be aired on both the national and regional media. A range of on-the-ground initiatives such as road shows and contests will complement the campaign across all key markets.
The new campaign highlighting Trisha in an all-new mischievous avatar will hit leading TV channels nationally in the 4th week of September 2007.
According to Venkatesh Kini, vice president, marketing, Coca-Cola India, "The latest Fanta campaign showcases how a bottle of Fanta brings 'Masti' to the fingertips of consumers with a burst of orange flavour. Fanta has already created a unique place in the minds of the consumers with its distinct 'Bolder' taste experience and the launch of this initiative will further strengthen it's connect with the consumers."
The storyboard
The film captures the transition of a monotonous surrounding to a lively and youthful ambience with a punch of Fanta. As soon as Trisha takes the first sip (ghoonth) of Fanta, the lull amongst the young crowd converts into a magical exuberance. Trisha turns the quiet and boring outdoor gathering into a musical, youthful party just by a flash of Fanta. A gush of orange flavour from Fanta revives the lost zeal in an instant, and everyone comes back in the joyous & mischievous mood.
Talking about the creative challenge posed by the latest Fanta Ghoonth Bhar Shararat Kar Ley Campaign, Titus Upputuru, creative director, Ogilvy & Mather said, "The task was to add a new dimension to the taste of the bolder Fanta, making it more fun and buoyant. The orange flavour and colour of Fanta lends itself to fun and mischief. The music, provided by renowned music director Sameeruddin, and the advanced special effects that have been designed in Singapore, give an imaginative visualisation to how Trisha transforms the boring gathering into a party with just a sip of Fanta. The way the campaign has finally shaped up, I am sure the youth of today would find it extremely appealing."