Aamir Khan's fans have
always been eager to see him don a different role in every new Coca-Cola commercial. But this seems to be going to end now. For, Khan will play himself in the new Coke commercial, which will be out this week.
The new commercial will also use a fresh approach to the brand. Coca-Cola, which has always tried to be synonymous with Thanda (cold drinks), now has a new baseline - 'Piyo Sar Utha Ke'.
Explaining the idea behind the strategy, Prasoon Joshi, regional creative director, South and South East Asia, McCann-Erickson, says, "The idea this time was to make the consumer feel good about having the drink."
He explains, "All positive activities make one's head go up in pride. For instance, a cricketer's head goes up when he plays well. When a guy proposes to a girl, he looks up. In fact, we all look up to every positive thing in our lives. We are trying to position Coke with this new baseline to create a feeling of happiness and pride in the consumer's psyche."
The films have been directed by Shoojit Sircar of 'Yahaan' fame and the team, apart from Joshi, comprised Akshay K, Ramanuj Shastri, A Chakraborty, Rahul Matthew and Puneet Kapoor, who had earlier worked on the 'Thanda' campaigns.
Though this is not the peak season for cold drinks with demand running low, Joshi is optimistic about the results. "The timing may not be perfect, but the festive season will surely help in fetching the numbers," he says.
© 2005 agencyfaqs!