He raised laughs with his antics as a sherpa guide, Bengali babu, bee-stung tourist, Punjabi munda flirting with city-bred Miss. Now Aamir Khan dons the role of a stern faced consumer questioning the safety of Coke following the pesticide controversy. And the new Coke TVC goes on to prove through a lesson in chemistry that ‘Coca-Cola is 100 per cent safe’.
Prasoon Joshi, Creative Head of McCann Erickson, which handles the creative duties for Coca-Cola India, has scripted the ad. Rakeysh Omprakash Mehra, director of one of the biggest Bollywood hits of 2006, ‘Rang De Basanti’, has directed the TVC, which was shot at Coca-Cola’s bottling plant in Wada.
Khan was chosen to feature in the ad following a survey conducted by Coca-Cola India in 15 cities, which showed that he was the right person to make such claims, considering his ‘nice guy’ image.
The ad shows Khan visiting a Coca-Cola bottling plant and telling the viewers about the stringent quality control the cola ingredients, water and sugar undergo at the plant. Khan interacts with the staff at the plant, who explain the various processes that seem like a lesson in chemistry.
To further emphasise the safety of the cola brand, Khan informs the viewers that the water used in Coke undergoes the filtration process six times. The actor also cite results of tests conducted in Hyderabad-based Vimta Labs, where 12 Coca-Cola samples were tested and found to have negligible pesticide residue levels. In the end Khan says, “Any consumers can come and visit any Coke bottling plant to see that Coca-Cola is 100 per cent safe.”
The TVC, which broke recently, is currently being aired on various news channels and entertainment channels like NDTV, STAR Plus, Zee, etc. The print advertisements claiming that Coke products had been tested and found to have negligible pesticide residue levels can be seen in all national dailies and the campaign will continue for some time.
Incidentally, rival Pepsi India had featured its Chairman, Rajeev Bakshi, in a TVC, which hit the airwaves two weeks ago, to refute pesticide-in-cola charges.