Come summer and the fizz refuses to die down. After launching Fanta's new brand ambassador actress Trisha, Coca Cola India is reported to have roped in actor Vikram to endorse Coke in Tamil Nadu. He replaces another film hero Vijay, who has been the ambassador for the brand in Tamil Nadu for the last two years.
While Coca Cola remained mum in spite of numerous queries and media reports on the new brand ambassador, reliable sources confirm that shoots with actor Vikram are underway under ad filmmaker Rajeev Menon's direction. Company officials did however state that there would be a new campaign in Tamil Nadu in mid-April for Coke.
Coca Cola India had earlier signaled the beginning of 'Orange wars' in the state with an Under-the-Crown promotion for its brand 'Fanta', and had identified a new brand ambassador in actress Trisha. The one-month contest, which began on March 10, offering a mobile phone handset each hour, has met with unprecedented response according to the company.
Speaking to exchange4media, Aditya Swami, Regional Marketing Manager, South, Coca Cola India, said, "The response has been fabulous. Till date we have recorded an average of about 4,500 calls a day through the contest. I think this must be among the highest for any help-line number led contest in Tamil Nadu."
This summer, the non-carbonated Maaza brand from the company too would be seen in a new avtar, with new packs and PET bottles, he said. The new packaging has already been launched in some markets including Delhi.
The 'Hai Dum' contest for Coca Cola's other Cola brand, Thums Up, is also in full swing across 16 cities of the country. In AP, the winner from Hyderabad will be known on Tuesday, according to Swami, and the 16 finalists will then get down to the 'Everest Challenge'.