Coca-Cola India is launching its new campaign for orange brand, Fanta, on February 17, 2012. Taking its ‘Zyada Fanta, Zyada Masti’ campaign to the next level, the new 360-degree initiative, christened ‘Taste that makes you jump’, is in line with the core brand image of Fanta - reminding consumers about its orangey, bubbly taste.
The new campaign will reach out to teens and youth through an array of touch points including television ads, outdoor, radio, activation and social media.
In conversation with exchange4media, Srinivas Murthy, Director - Marketing, Flavours & Thums Up, Coca Cola India, said that a broad based approach was being followed for Fanta’s promotions. The new TVC would break across TVCs, youth channels such as MTV and during select sports events, he added.
He further said that though the latest TVC was an international creative, it was a collaborative and Ogilvy & Mather’s India team had also contributed in the ad, especially in localising the jingle and adapting the ad for the Indian market.
When asked whether the Indian viewers would identify with an international creative, Murthy said, “Today, content is moving across borders and across languages. Teens today are more global in their approach, attitude and lifestyle. They are exposed to global trends. Hence, this commercial would be as much for teens in India as anywhere else in the world.”
He further said that the sparkling drinks category was in growth mode and the same growth momentum would be maintained this year as well, for which Coca Cola India was evaluating opportunities. Topline double digit growth had been seen for 22 quarters, Murthy said.
Elaborating on the campaign, he said, “We are adopting a media neutral approach to Fanta. Along with the mass-media campaign, Fanta will also engage with consumers through a special on-ground activation at select locations in 42 cities across 10 states – Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar. The focus here is on creating an experiential platform.”
From February 15, Fanta has been extending its brand thought of ‘Taste that makes you jump’ through a special experiential sampling initiative. As part of this initiative, consumers will get a taste of the Fanta experience through interactive games like trampoline, crystal ball, Fanta milestones, etc, at mostly youth hangouts, key colleges and select malls. The theme would be in keeping with the ‘Taste that makes you jump’ peg, Murthy said.
For social media connect, Fanta already has a unified website. Digital applications are slated to be launched in 4-6 weeks’ time. For mobile phones, there are wallpapers, ringtones, etc. Sapient Nitro is the digital agency for this campaign.
In a prepared statement, Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India & SWA, said, “Brand Fanta is known for its distinct playful imagery and its great ‘orange’ taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase “Play” in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to further strengthen this connect.”
The new Fanta TVC has been conceptualised and adapted by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, with lyrics written by Amitabh Bhattacharya. Amit Trivedi, who shot to fame with his critically acclaimed work in the movie ‘Dev D’ (2009), has composed the music. The Tamil version of the jingle has been composed by Vijay Antony, who had won the 2009 Cannes Golden Lion for the ‘Nakka Mukka’ commercial (for The Times of India) in the Best of Music category.
The TVC brings out how the taste of Fanta sparks fun. The 3D animated film features two characters – Gigi and Tristan. Gigi is getting bored, when Tristan lands up with a bottle of Fanta. Everything is energised as soon as he opens the bottle. Everybody starts jumping with fun. The party comes to an end as soon as they run out of Fanta. But Tristan comes up with more Fanta and everyone jumps in the fun once again.
Speaking about the new campaign, Ajay Gahalut, Executive Creative Director, Ogilvy & Mather says, "Like the previous campaign, the new ad film for Fanta is an international creative adapted for the Indian market. We have used music to make the film relevant for India. This time around too, Amitabh Bhattacharya wrote the lyrics and Amit Trivedi scored the music for it. While the last film was based on the premise of ‘Play’, this time around the strategy was to highlight ‘Taste that makes you jump’. The lyrics are a reflection of that and the music too has a peppy, youthful flavour to it. We are sure that this song will be as big a hit with the youth as the last one.”