Adding fun and playfulness to the festival of Holi, Coca-Cola India is all set to launch an integrated communication programme for brand Fanta. The 360-degree initiative featuring Fanta brand ambassador Genelia D’Souza is supported by both above and below the line initiatives under the aegis of ‘Holi Hai! Toh Dikhao Apne Asli Rang’. O&M is the creative agency behind the campaign.
The strategic initiative, launched for the first time, celebrates Holi in a contemporary way, adding a unique Fanta twist of fun. The latest communication reflects the fun-loving and playful attitude of today’s youth, who are always on the lookout for contemporary expressions of traditional Indian values.
Srinivas Murthy, Marketing Director - Flavours, Coca-Cola India, elaborated, “Brand Fanta is known for its distinct ‘Orangy’ taste and for providing fun-filled, exuberant experience to all its consumers. The latest integrated communication for Holi aims to enhance the fun and excitement attached to the festive mood. The strategic initiative being rolled out across North, Central and Western India aims to further extend Fanta’s market leadership in the fruit-flavoured sparkling beverage segment. I am confident that this initiative will find a special appeal amongst soft drink consumers as they get ready to celebrate the festival of colours.”
The 360-degree communication programme includes rolling out of special Holi themed gift packs and special pet bottles with Fanta Holi Hai! insignia. In addition, the programme also involves the rollout of a range of initiatives such as out-of-home media, radio, the Internet and on-ground activation. The entire programme is expected to get activated by middle of February. Conceptualised by Mayur Hola, Creative Director, Ogilvy & Mather, and directed by Rajat Nagpal of Sharp Shooter Films, the communication has been choreographed by Longinus Fernandes of the ‘Slumdog Millionaire’ fame.
The latest communication involves Genelia and a group of friends walking through a town, when a group of boys approaches them, attempting to play Holi. Genelia and her friends appear scared and offer bottles of Fanta as a peace offering, which the boys accept and open. However, since the bottles have been shaken before they were given, there is a huge gush of Fanta from the bottles, which drench the boys. The commercial ends with Fanta’s festive message of “Holi Hai!”, inviting people to “Dikhao apne asli rang!” (Show your true colours!).
Commenting on the creative thought behind the campaign, Ajay Gahlot, Group Creative Director, Ogilvy & Mather, said, “The youth today is always looking for innovative ways of expressing themselves, while simultaneously being uniquely Indian. The communication for the new Fanta Holi campaign attempts to capture this insight and invites the youth to create more play this Holi.”
Mayur Hola added here, “The commercial has been shot in a very colourful style, amidst a happy, charming and bright setting, featuring European pop art mixed with Indian kitsch icons. The colour palette reflects contemporary trends. The film has been treated like a musical. The jingle also reflects the fusion of the traditional and the modern, culminating in a hearty yell of “Fanta! Holi Hai!”