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