Coca-Cola's Thanda Aish-Cash promotion, which was launched in February 2005, culminated at a glittering ceremony in Mumbai. The promotion used an innovative Thanda mechanism to reveal prizes to consumers. The rewards ranged from cash prizes to dates with Aishwarya Rai. From 100 lucky winners from across India, who got the opportunity to lunch with Aishwarya Rai, 'Lucky Ramu,' was announced on basis of a draw.
Speaking about the promotion, Madhavi Pahwa, General Manager Brands, Coca-Cola India, said, "The Coca-Cola Thanda Aish-Cash promotion was the first of its kind on innovation, scale and execution. The 'Thanda' mechanic, which is being used for the first time, reinforces the strong connection with Coca-Cola's brand identity established through memorable 'Thanda Matlab Coca-Cola' campaigns during the last few years. Also, Aishwarya Rai as a global and Indian icon has connected very well with the hearts of our consumers and the grand prize of accompanying her abroad has been keenly appreciated."
Pramod Chowdhary, the winner of the lucky draw, said, "This is truly a dream come true for me. I never thought this could happen to me. I am thrilled at being the 'Lucky Ramu.' I am now looking forward to my dream trip to Cannes with Aishwaryaji."
The other 99 winners of the promotion were not disappointed as besides getting an opportunity to travel to Mumbai and had lunch with Aishwarya Rai, they also went away with bagful of Coca-Cola goodies.