Coke gets the Basanti colour

By , agencyfaqs! | In Advertising | January 19, 2006
The Aamir Khan starrer has entered into a marketing tie-up with soft drink brand Coca-Cola to create a buzz around the launch of the film on January 26

Aamir Khan and

Prasoon Joshi are currently in love with two things - Coke and their upcoming movie, 'Rang De Basanti'. While Khan, who endorses Coke, plays one of the lead characters in the movie, Joshi, who has been the brain behind the popular Coke campaigns, is the film's lyricist and co-dialogue writer (along with Rensil D' Silva of O&M).

This is probably the reason why the soft drink major and the movie, 'Rang De Basanti', are co-promoting each other. As per the tie-up, Coca-Cola will work around creating excitement for the film's launch. To start with, Coke will air co-branded 'Coca-Cola- Rang De Basanti' movie trailers on various television channels. These trailers will feature snippets of the movie along with images from the Coca-Cola 'Piyo Sar Utha Ke' campaign.

The initiative will also be supported by movie based interactive print ads, offering contestants a chance to win a dinner date with the star cast of the film and consolation prizes such as T-shirts, CDs and cassettes of the film.

The company will also roll out a 300ml special edition glass bottle done up in Coke's traditional red and white colours and featuring the star cast of the film. The limited edition bottles will be marketed in Delhi and Mumbai.

According to Prasoon Joshi, regional creative director, McCann-Erickson, South and South East Asia, the basic idea is to create excitement around the nationwide launch of the movie on January 26.

Joshi tries to find the common factor between the movie and Coke, saying, "The film and Coca-Cola are a perfect fit. Both 'Rang De Basanti' and Coke are targeted at the youth."

He elaborates, "The film is an honest and real film. Coke has always been about the 'real thing'. Even if the Coke ads have been humorous, one thing they have never been is frivolous."

The tie-up will be marketed by Interactive Television, the movie marketing company.

Interestingly, there will be no in-film placement of Coke in 'Rang De Basanti'. As Joshi puts it, "This is a conceptual tie-up, rather than the usual cosmetic one."

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