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Coke, food and Hrithik, the ‘Jashn’ continues

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Coke, food and Hrithik, the ‘Jashn’ continues

A visitor from ‘Youngistaan’, disappearing pulp, a guy who tells the truth, a crazy ride through a crowded street, a blast of orange bomb… ad campaigns for cola and juice drinks have gone on a overdrive before the sun turns cruel. And joining the drinks wagon is Coca-Cola with its brand ambassador Hrithik Roshan and fundas for celebration.

Based on the theme of ‘Jashan Mana Le’, the campaign has been designed to showcase the magical force of Coca-Cola, energising even the regular things in life and also giving reason for togetherness and celebrations. McCann Erickson is the creative agency behind the campaign.

Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said, “Having made ‘Thanda’ and refreshment synonymous with Coca-Cola, this year we have decided to take Coca-Cola’s brand communication to the next level. Our 2008 campaign focuses on how a bottle of Coca-Cola infuses a stream of fun, enjoyment and exhilaration into every moment of life. The creative thought of the new ‘Jashn Mana Le’ campaign is to capture how the magical power of a Coca-Cola bottle brings Jashn or celebration into the lives of its consumers. I am confident that the youth today will strongly identify with both the lingo and message of this campaign.”

The campaign featuring Roshan brings out the young, exuberant, playful attitude of the generation today and showcases how a bottle of Coca-Cola transforms every moment into an impromptu celebration. The campaign leverages on the key insight that the youth of today are constantly on the lookout for fun and enjoyment, irrespective of the time of the day. Being amongst friends and having food with their favourite bottle of Coke during wee hours in the night only adds to this excitement.

The TVC shows a group of youngsters in search for some food late in the night, only to find all shops shut. What follows is a tryst with Roshan and a magical ride that leaves them in awe. Set in the context of friends enjoying their food, Coca-Cola brings life to the moment and adds the ‘Jashn’ to transform the moment into an impromptu celebration.

The TVC is breaking on all news and entertainment channels on March 2. the TV campaign would be supported by out-of-home media, digital media and mass media advertising. As part of the new campaign, a special photo shoot with Roshan has been done by Dabboo Ratnani for the OOH campaign.

Speaking about his association with the brand, Roshan said, “It feels great to be part of the Coca-Cola ‘Jashn Mana Le’ campaign. It reminds me of the times when I was in college hanging out with friends, going out and having food together. The emotions captured in the campaign of togetherness and celebrations, being energised by a bottle of Coca-Cola, are very real and identifiable. I am sure everyone, including my fans, would find this campaign extremely appealing.”

Ashish Chakravarty, Creative Chief, McCann Erickson Delhi, said, “Take one of the best loved brands in the world. Mix it with India’s most sensational star. Throw in a bunch of hungry youngsters. Add a dash of celebration. And set to simmer with some energetic music. That’s how we made the latest Coca-Cola campaign. Coke and food is the magical combination for the youth.”

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