In its bid to get closer to the cricket crazy Indian consumer, Coca-Cola India is now shifting its focus to the cricket pitch via advertising. Gavaskar and Virender Sehwag are expected to feature together in a forthcoming Coke television commercial.
According to industry sources, the ad, slotted to be aired during the forthcoming cricket series starting April 11 (Pepsi is the broadcast sponsor of the series on ESPN and Star Sports) has even been shot recently.
According to media analysts, Coke has a line up of film stars from Aamir Khan to Hrithik Roshan as its celebrity endorsers, but has only a few cricket stars like Robin Singh, Anil Kumble and Srinath on its side. In contrast, arch rival Pepsi’s endorsement stable is full of big cricketers including Sachin Tendulkar.
Coke’s earlier attempt to strike a chord with cricket was through two TVCs, launched last year where the theme was superstition linked to cricket. The ads were also intended to take a sharp dig at Pepsi.
Source: Financial Express