Strengthening its strategy to drive in home consumption, Coca-Cola has launched its second commercial in the Thanda tele-series. On air nationally across all leading channels from May 13, the new commercial is in the continuation of the 'Ghar Pe Rakhiye Thanda…Matlab Coca Cola campaign, featuring Aamir Khan as Manno Bhabhi.
Vikas Gupta, Vice President, Marketing Coca-Cola India said, "We are launching the second TVC in continuation of the 'Ghar Pe Rakhiye Thanda ... Matlab Coca-Cola' campaign. The first commercial in the series had a fabulous response and has strengthened Coca-Cola's position in the home consumption market according to our market research."
He added, "The basic idea behind this year's series of ads is to re-affirm the fact that Coca-Cola is a beverage for all occasions."
Directed by Abhijit Chaudhary of Black magic productions and conceptualised by Prasoon Joshi, National Creative Director, McCann Erickson, the 60-second commercial has been shot in Mumbai.
The theme behind the campaign is to make the people realise that they should always keep Coke at home, said Prasoon Joshi. "Basically the idea is to drive the in home consumption, " Joshi added.
The commercial showcases the altercation between the Indian bahu played by Manno Bhabhi and the servant Dinu Kaka. It depicts Manno Bhabhi's tactics to convince the servant the importance of keeping Coca-Cola at home reinforcing the fact that Coke is the real Thanda.
Through the commercial, the company has attempted to delve into consumer insights the significance of Coke in everyone's lives, especially in the home situation.
Asked the reason behind using Aamir in the double role for both the ad campaigns, Joshi said, "There is no particular strategy behind this. The basic idea is to give freshness to the campaign by adding a fun element to it."