In a bid to take on Pepsi’s
“Maddy” Madhavan campaign, Coca Cola has signed up
with leading Tamil actor Vijay, which incidentally is
the first time that a Tamil actor has been signed up
by Coke. Though Pepsi runs the Madhavan campaign
nationally, Vijay campaign for Coke is meant for the
south market only.
This is expected to be a win-win
deal as Vijay, apart from Ajith, is a box office
darling with all his recent films including
Priyamanavale (Tamil) and Friends (Tamil) being
On the other side, Vijay would
also derive a lot of mileage from the campaigns, just
what Pepsi did to Madhavan. Coke earlier tested the
waters with Vijay when it sponsored the hit Tamil film
Priyamanavale starring Vijay and Simran.
It also ran contests related to
the film, with the winners getting to meet the stars.
As a matter of routine, Pepsi has now been sponsoring
all Madhavan films apart from involving him in
According to industry sources, the
shooting is scheduled to commence in the next few days
and would last for 10 days. It is expected to hit the
screen once the commercials are ready.