the assertive 'Thanda Matlab…' communication for Coca-Cola, Hindi film actor Aamir Khan propounded to consumers the exact manner and emotions with which to relish the drink, 'Piyo Sar Utha Ke'. Then came the mischievous and controversial 'Thande Ka Tadka' with Aishwarya Rai. But the soft drink's newly out television commercial talks less and emotes more.
Aamir Khan, in a new role as a rather serious train attendant, is all set to woo the audience with the new TVC, which emphasises the popularity of the drink, once again equating it with 'Thanda'. 'Sabka Thanda Ek', the new TVC, hopes to unite the consumer with Coca-Cola in a humorous manner. And the smiles it generates can be attributed to Prasoon Joshi, chairman and national creative director, McCann-Erickson.
Venkatesh Kini, vice-president, marketing, Coca-Cola India, says, "This ad conveys the emotional benefit of uniting people, and Aamir Khan in his new appearance communicates it best." The ad contains practically no dialogue.
Coca-Cola has also planned online and on-ground initiatives to further the concept of the ad. In addition, the marketing and promotions destination for Coca-Cola companies, www.myenjoyzone.com, will feature contests around the campaign.
A second variant of the ad has been filmed for the South Indian market featuring Southern star Vikram. Both TVCs have been filmed by Ram Madhvani of Equinox Films, with the music composed by Shankar Ehsaan Loy.
© 2007 agencyfaqs!