The soft drink brand Fanta from Coca-Cola India has signaled the beginning of 'orange wars' this summer in the state with an "Under-the-Crown" promotion and has identified a new brand ambassador in actress Trisha.
Under the contest consumers will look under the bottle's crown for a code and call a help line number (044) 9622400400 to participate in an online quiz. A mobile phone with camera is to be given away through the 30-day contest period beginning March 10.
The phones would be worth Rs14,000 to Rs15,000 each, according to Ashok Namboodiri Area Operations Director, Coca-Cola India. Going by that estimate, the company would be giving out over Rs.50 lakh in prizes through the promotion, with plans to back the promo with print and TVC support across channels.
The brand derives 20 per cent of its sales from the state, according to the company, and Trisha replaces another actress Simran, who was the face of Fanta in Tamil Nadu until December last year.
Speaking to exchange4media, Aditya Swami, Regional Marketing Manager, South, Coca Cola India, said, "The TVC will have a new look and feel. It will radiate a lot of positive energy in tune with the brand Fanta. As far as the Brand Ambassador goes, Simran has served us well over a three-year span and helped us gain leadership in the 'orange' category. Trisha has a trendy, youthful, bubbly persona that goes well with the things Fanta stands for."
The TVC for the promo will feature the new Brand Ambassador, and Lowe Chennai has worked on the campaign for Fanta. The TVC is to be aired from March 10, 2005, when the promotion begins. The commercial has been shot by PHAT Fish, Mumbai.