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Coke signs up Tamil actor Vijay

06-April-2001
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Coke signs up Tamil actor Vijay

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 runaway hits.

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 promotional activities.

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.

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