Top Story


Home >> Advertising >> Article

Cola war hots up, Coke to sponsor Big B’s film

Font Size   16
Cola war hots up, Coke to sponsor Big B’s film

Coca-Cola India has chosen the Amitabh Bachchan-starrer Kaante as its battleground for its latest cola war.

Though Bachchan does not promote Thums Up in the movie, Coca-Cola India’s gambit appears to be aimed at creating an indirect brand association with the Big B through its sponsorship of the movie.

Kaante, the mega budget and multi-male Hindi movie features Bachchan, Sanjay Dutt, Sunil Shetty, Lucky Ali, Mahesh Manjrekar and Kumar Gaurav.

Deepak Jolly, executive vice-president, corporate communications, Pepsi Foods, however, felt that there would be no association of Bachchan with Thums up.

At present, Hindi film actor Salman Khan is spearheading the Grow Up campaign for Thums Up all over the country.

Bachchan, who will be projected on screen immediately after scenes where the Thums Up brand or logo is visible, would mean an advertising coup of sorts for Coca-Cola.

This inter-cutting would result in a film clip of Kaante followed by a ad-clip of Thums Up which in turn is followed by another film clip of the movie and then followed by the ad-clip of Thums Up.

Also, in an innovative move, the film title of Kaante on posters and the electronic media prior to the film’s release will have a strapline saying “Get ready for the thunder.”

Source: Business Standard


Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016