The success of 'Thanda Matlab Coca Cola' has not been lost on Cola Cola India. The company has decided to adapt the theme of the campaign in Tamil Nadu for the advertisement featuring new brand ambassador Vikram in the state.
McCann's work, written by Ramanuj Shastri, Creative Director, has been directed by ad and filmmaker Rajiv Menon for the Tamil television audiences. The 'Thanda Matlab Coca Cola ' campaign will manifest itself as "Cool drink na Coca Cola" in a localised format for audiences here.
Speaking to journalists at a conference in an attempt to dramatically announce their new brand ambassador, Vikram, Vikas Gupta, Vice-President, Marketing, Coca Cola India, said, "We have grown our consumer base with the affordability strategy and are now focusing on the increasing consumer connect across a wide spectrum of beverage consumption occasions, preferences and needs."
Growing on the affordability plank (of Rs.5), the company grew from 160 million consumers in 2003 to 240 million in 2004, claimed the spokesperson. With the focus on consumer connect, the channel has replaced Tamil hero Vijay with Vikram, and said he is the person who best personifies the brand today."
The cola brand is to promote the new brand endorsement through pack promotions and contests and is to associate with an undisclosed Tamil television channel on the same. The soft drink brand's on-ground plans for Tamil Nadu include a Gym Instructor Loyalty programme for Diet Coke, which it has introduced at the Rs.10 price point, and Mother-child joint contest starting April 25. Innovations including the 'Maaza' shaped beanbag to be won underline that the brand is serious about Tamil Nadu this summer.
The TVC will adopt different formats in due course and will address audiences in a fashion predictably similar to the Aamir Khan campaign featuring coke, with the added impetus being from characters played by Vikram in his hit movies. The bottom line is, acceptably, 'Thanda Matlab Coca Cola." Vikram's planned entry ripping through the display screen did not however dissuade a senior journalist from posing questions on Vijay's exit as brand ambassador at the Press Meet.
The company plans to leverage its brand ambassador's appeal through merchandise and collectibles dissemination. Coca Cola India also announced that it would focus on increasing its penetration of Georgia Gold, RTD Hot cold beverages in key metros, through installation of over 1000 machines across the country.