Coke's new campaign with Aamir to go on air from today

Coke's new campaign with Aamir to go on air from today

Author | exchange4media Chennai Bureau | Thursday, Mar 31,2005 7:54 AM

Coke's new campaign with Aamir to go on air from today

The cola brand from Coca Cola India is to start airing its new TVC featuring Aamir Khan from Thursday. The new campaign is targeted at the family, and aims to increase home consumption of the soft drink brand.

"The campaign is to drive and increase in-home consumption of Coke, and features Aamir in a dual role. It has also been made very Indian, and is told in a very entertaining fashion," said Prasoon Joshi, Creative Director, South and South East Asia, McCann Erickson, on the new campaign conceptualised by the agency.

The communication will primarily be through TVCs and outdoors, and a follow up ad is being considered, he added.

In this evolution of the 'Thanda' campaign, Aamir Khan plays a dual role - of a man and of a woman. In the TVC, Aamir Khan (in a male NRI's role) visits an Indian household where 'the tradition of the house is to serve 'Thanda'. In his other role of a housewife, he serves 'Thanda' to all but the NRI, with a dialogue "You're high class, so you get khali glass." The rest of the TVC shows the NRI Aamir transforming himself to become the 'desi' worthy of the 'Thanda'.

The campaign will carry a slightly different line from the 'Thanda Matlab Coca Cola' mouthed by Aamir Khan as the Hyderabadi panwala and the Nepali guide. Keeping in mind the home consumption, it will now be 'Ghar main rakhiye thanda matlab Coca Cola.'

The TVC has been directed by Abhijit Choudhury of Black Magic Productions, which has earlier worked on ad films for the Sprite brand, from Coca Cola India. He spoke on his first film with Aamir Khan, and said, "He thinks more like a film maker than an actor. He was very involved in the film and it helped in the detailing. It was a fabulous experience."

The TVC may have a sequel, with the next ad featuring Aamir Khan in three roles. It is expected to tell a different story through a similar set of characters.

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