After endorsing Coke for several years, leading cine star Aamir Khan will be producing a television commercial for Coca-Cola India. Mr. Ashutosh Gowariker of Lagaan fame will direct the television commercial.
The cola market in India is over 70 per cent of the total soft drinks market which is around Rs 6,000 crore. Coke’s arch rival Pepsico India is also planning to roll out a high-voltage television campaign featuring Amitabh Bachchan and Sachin Tendulkar in April this year.
According to industry sources, Coca-Cola India is all set to introduce its new launch—Sunfill—a powdered soft drink concentrate across the nation in April this year. This launch is in line with Coke’s strategy to expand its product category beyond carbonated soft drinks.
With this foray and Coca-Cola’s plans to enter other categories like tea and coffee, the company is now looking at a broader consumer base, and not just targeting the 160 million base of youth in India.
To support its offline advertising plans, the company plans to launch a host of Internet marketing initiatives with its e-partners Hungama.com and Contests2win. Coca-Cola will be associating itself with the new Hindi movie—Aap Mujhe Achche Lagne Lage, which also features Hrithik Roshan and Amisha Patel.
Source: Financial Express