In keeping with its trend of creating some of the most appealing brand messaging for its consumers in India, the Coca-Cola ‘Thande ka Tadka’ campaign, which earlier featured Aishwarya Rai, now takes a big leap forward with Aamir Khan.
Vikas Gupta, VP-Marketing, Coca-Cola India, said, “The common thread used in both the ‘Thande Ka Tadka’ ads is humour through which the brand delivers its message. Both these campaigns in their own way bring out the aspect of taking matters in your own hands, thus encapsulating the new-found confidence of the youth using wit and humour. It speaks the language of the new generation. Also, the ad featuring Aamir Khan pushes the envelope on the coke ‘Thande ka Tadka’ campaign a step further by clearly bringing out the message that Coca-Cola is an ideal meal accompaniment.”
In the latest ad, Khan makes a clever and funny appearance as a tourist who not only underlines the message of “How food tastes best when had with Coca-Cola”, but also reinforces the entire concept of Thanda being synonymous with a bottle of Coca-Cola.
As per studies carried out across soft drink consumers, Coca-Cola has proved to be a beverage, which actually enhances the overall food experience because of its unique taste profile. Thande ka Tadka campaign is Coke’s campaign for the summer. The new advertising initiative is thus aimed at leveraging such consumer insights – enabling Coca-Cola to play a more definitive role in a consumer’s life.
The new brand initiative has been conceptualised by Prasoon Joshi, Regional Creative Director, South and South East Asia, McCann Erickson, and has been directed by Pradip Sarkar of ‘Parineeta’ fame. The new brand campaign will be on air on all leading TV channels on from April 26, 2006 onwards.
According to Joshi, “The challenge here was to carry forward the feelings of intense positivism seen in the ‘Piyo Sar Utha Ke’ campaign and take it forward to an even higher realm. If you notice, while Piyo Sar Utha Ke worked within the framework of idealism-hope-belief, Thande Ka Tadka takes that same belief and converts it into action all the while supported by Coca-Cola.”
The new Coca-Cola commercial features Khan, who is mistaken for a tourist entering a restaurant and being shown a specially overpriced menu by the cunning manager (trying to fool an unsuspecting tourist). But Khan asks to be served with “Thanda food”. The puzzled restaurant manager later on discovers that is actually being asked is – Thanda (Coca-Cola) and food. The denouement is what will leave the audience pleasantly surprised.
In addition to the above the line initiatives, Coca-Cola India has also planned an integrated food campaign, which will leverage other evolving media and will be supported by a strong on the ground programme in terms of visibility and trade activation.
Said Gupta, “Coca-Cola has tied up with some of the key hang-outs and eating out joints where a bottle of coke would be an integral part of the combo food menu. This entire programme is in the process of being rolled out across all key cities nationally.”