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Coke to refresh consumers through ‘Thande Ka Tadka’ with Aishwariya Rai.

21-March-2006
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Coke to refresh consumers through ‘Thande Ka Tadka’ with Aishwariya Rai.

Coca-Cola has taken a new approach to refresh the consumers this summer. The cola major has taken the initiative to launch a new brand campaign called ‘Coca-Cola Thande Ka Tadka’. The new initiative will be encapsulated in a new TV commercial featuring Aishwariya Rai as the central protagonist.

Conceived by ace ad veteran Prasoon Joshi, Regional Creative Director, South Asia & South East Asia, McCann Ericsson, and directed by Abhijit Chaudhari of Black Magic Productions, the commercial will be aired across all leading television channels from March 26 onwards and will be shown in different variants.

The TVC begins with Rai being whistled at by a group of college boys. But, instead of shying away from the rowdy situation she decided to tackle the situation in an engaging and humorous way. She tries her hand at whistling and succeeds at it thereby, giving the guys a chance to be bowled over by her uncommon talent. This end result captures the sign off ‘Thande ka Tadka’.

According to Joshi, “The sheer power of the Coca-Cola brand lies in its multi dimensional appeal. Each new dimension when explored, gives a consumer yet another chance to strengthen his or her emotional connect with the brand. However, while embarking on this exploratory journey; care needs to be taken to ensure that each new dimension is presented in a very engaging and relevant manner to the consumers.”

“The Coca-Cola ‘Thande ka Tadka’ campaign projects the attitude of the brand in a very entertaining and engaging manner. It also exploits the youth lingo, which helps the brand connect with the youth of the country,” added Joshi.

The campaign highlights the newfound confidence of the Indian youth and is a progression from the earlier campaigns of the brand. The ‘Thande Ka Tadka’ commercial portrays the mindset of the youth who believe in taking purposeful action and has a self empowered approach towards life.

Vikas Gupta, Vice-President-Marketing, Coca-Cola India, said, “The youth of today is rearing to take on the world. They are smart, energetic, focused, and confident enough to transform their aspirations into reality. Coca-Cola’s ‘Thande ka Tadka’ campaign connects instantly with this evolved persona. The campaign ad features Aishwarya in a totally new avatar. She uses emotions like wit and humour and encourages us all to take control of one's life without being intimidated.”

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