Coca-Cola launches Fanta Apple in India

03 February 2009

Coca-Cola in India has announced the national launch of its latest innovation under the Fanta brand umbrella. The Coca-Cola Company has drawn an intensive consumer activation campaign to market Fanta Apple flavour. The 360 degree marketing communication plan involves organising road shows including extensive experiential sampling sessions in markets, offices, malls and colleges.

Complimenting the on the ground initiatives is the TV commercial featuring Genelia D'Souza that reflects Fanta Apple's 'Go Bite' proposition. The entire brand campaign has been developed and executed by Ogilvy & Mather, Delhi.

The television commercial features Genelia D'souza, Bollywood star of  Jaane Tu Ya Jaane Na fame. The communication opens with Genelia's enjoyable evening at a party getting disturbed by 'matrimonial aunt' who rushes up to Genelia with another 'suitable match'. Genelia is irritated and wants to get rid of 'matrimonial' aunty.

This is when a boy, who is one of the party hosts, offers her the new Fanta Apple. The sight of Fanta Apple instills mischief in Genelia, she looks at her mom for approval and starts playing on!

In order to scandalise matrimonial aunt, Genelia coyly refers to Fanta Apple, while making Aunty believe that she is talking about the boy who offered it with dialogues such as "This is new", "Feel like tasting it" "Tastes crispy, just like an apple!".

With each one-liner, the aunty's withdrawal increases, and finally aunty runs away when Genelia asks her "Should I get one for you as well?" The ad ends with Genelia signing off with "Go Bite!".