Coca-Cola India has kicked off of its new integrated marketing communication campaign ‘Ghoonth bhar shararat kar ley’ for its brand Fanta. The campaign features South Indian actress Trisha, who is the brand ambassador for the drink. The 40-second TVC has been shot in Bangkok with advanced special effects designed in Singapore, and directed by director Vinil of Foot Candles. Sameer Uddin has composed the music.
Venkatesh Kini, Vice President-Marketing, Coca-Cola India, said, “The latest Fanta campaign showcases how a bottle of Fanta brings ‘masti’ to the fingertips of consumers with a burst of orange flavour. Fanta has already created a unique place in the minds of the consumers with its distinct ‘bolder’ taste experience, and the launch of this initiative will further strengthen its connect with the consumers.”
The film captures the transition of a monotonous surrounding to a lively and youthful ambience with a punch of Fanta. As soon as Trisha takes the first sip of Fanta, the lull among the young crowd converts into a magical exuberance. Trisha thus turns the quiet and boring outdoor gathering into a musical party with a flash of Fanta.
The latest marketing initiative, conceptualised by O&M, captures the fun and mischief in every moment of life. In addition to leveraging mass media, the integrated communication plan for Fanta will be complimented by a range of on-ground initiatives. This includes road shows and contests across all key markets as a part of consumer activation programme.
Commenting on the creative challenge, Titus Upputuru, Creative Director, O&M, said, “The task was to add a new dimension to the taste of the bolder Fanta, making it more fun and buoyant. The bold orange flavour and colour of Fanta lends itself to fun and mischief. The music in this film and the advanced special effects give an imaginative visualisation to how Trisha transforms the boring gathering into a party with just a sip of Fanta. Considering the way the campaign has finally shaped up, I am sure the youth of today would find it extremely appealing.”
Upputuru added that the new campaign would hit TV channels nationally in the fourth week of September. The print and outdoor campaigns, and BTL activities, are all under process and will take some time to roll out.