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Coca-Cola likely to discontinue Life ho to aisi campaign

19-December-2002
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Coca-Cola likely to discontinue Life ho to aisi campaign

Coca-Cola India is likely to discontinue its Life ho to aisi commercial in the wake of the phenomenal response to the Thanda matlab campaign featuring Aamir Khan.

According to company sources the Life ho to aisi campaign would be rolled into the new Thanda campaign which is scheduled to break sometime early next year. The Life ho to aisi commercial, featuring Aishwarya Rai, has remained off air for sometime now.

The Coca-Cola's Life ho to aisi campaign was targeted India A (urban India), while Thanda matlab which came later was expected to appeal to India B and drive cola penetration in the rural and semi-urban pockets in the country.

According to company sources the appeal of the Thanda campaign cut across market segments and evoked a great deal of response even from the metro markets, of course, aided by some degree of "reverse snobbery". The performance of the brand improved at least two share points upwards every month in comparison with the last year. This is significant as one share point gain in the soft drinks market could mean netting an additional Rs 60 crore in revenues.

It is learnt that Coca-Cola's share in consumer preference across outlets has also shown a significant improvement in the course on the current year. Coca-Cola's orange drink, Fanta, will air a new national commercial featuring Rani Mukherjee next year. It will be based on the insights gained by the company through a Tamil commercial featuring leading south Indian actress Simran, which dwelt on women as a distinct and important consumer category in the orange drinks market.

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