The second in the series of TVCs addressing consumer concerns about how safe Coca-Cola is features popular television actress Smiti Irani (aka, Tulsi of ‘Kyunki Saas Bhi Kabhi Bahu Thi’). Here she dons the all too familiar role of a mother and a housewife giving her thumbs up to Coke and her unwavering integrity as well.
As in the TVC featuring Aamir Khan, the commercial also adopts the lesson in chemistry approach to emphasise that ‘Coca-Cola is 100 per cent safe’.
Prasoon Joshi, Creative Head, 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.
The ad shows Irani 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. She interacts with the staff at the plant, who explain to her the various processes used to make Coke a safe product to drink.
The TVC, which is breaking on September 25, 2006, will be aired on various news channels and entertainment channels like NDTV, STAR Plus, Zee, etc. The commercial will go on till Diwali.
Giving the rationale behind choosing Irani for the ad, the agency said that she was the most popular actress on television and housewives and mothers all over India would relate to her.
Meanwhile, Coca-Cola India got a respite when recently the Kerala High Court set aside the orders of the Kerala Government and the State Food (Health) Authority dated August 10 and 11, 2006, respectively, banning the manufacture and sale of Coca-Cola in the state.
Aamir Khan gives clean chit to Coke in new TVC