Coca-Cola India (CCI) has signed in film star Rani Mukherjee to give its orange flavoured drink Fanta a tangy touch. According to industry sources, Fanta is getting a facelift and is readying for a makeover. Incidentally, Fanta will be endorsed by a celebrity for the first time in its history in the country.
Rani, was at one time (between 1999-2000) soft drink Pepsi’s endorser and had teamed up with other Pepsi stars ShahRukh Khan and Kajol in the colourful campaign set in the Kuch Kuch Hota Hain ambience. Pepsi, on its part, says that it didn’t renew the contract with the star after that campaign.
Coke has a line-up of film stars from Aamir Khan to Hrithik Roshan, and Sushmita Sen to Sonali Bendre, as its celebrity endorsers. More recently, it brought in Akshay Kumar into its camp in place of Salman Khan to spruce up acquired cola brand ThumsUp’s image.
According to industry analysts, CCI’s move to rope in Rani Mukherjee could be aimed at bringing the Fanta brand into the limelight with some colourful advertising. Pepsi’s Mirinda orange, in contrast, has in the past seen some memorable ad campaigns including the three masked men and more recently the Orangee campaign.
Interestingly, both the players Pepsi and CCI claim that their respective brands Mirinda and Fanta lead the category.