Interactive Television ties up with Coca-Cola and Aamir Khan's movie “Rang De Basanti”

Company Release

New Delhi, January 18

Interactive Television, a pioneer in the rapidly expanding movie marketing industry in India, started the new year on a resounding note with the announcement of a strategic marketing initiative between Coco-Cola India and the movie Rang De Basanti which releases nationwide on January 26, 2006.

Country’s largest beverage company , Coca-Cola India will add excitement to the launch of the film “Range De Basanti” by rolling out for the first time ever in the country a 300ml special edition glass bottle, with the star cast on the cover done up in it's traditional red & white colors. The company will market these limited edition bottles in Delhi & Mumbai.

In addition, the company has also drawn a comprehensive integrated marketing plan which includes airing co-branded “Coca-Cola- Rang De Basanti” movie trailers on all leading TV channels. These trailers would feature glimpses of the movie along with images of the Coca-Cola “Piyo Sar Utha Ke” Campaign”. The initiative will also be complimented by movie based interactive print advertisement's, offering contestants a chance to win a dinner date with the star cast, besides other consolation prizes like T- shirts, CD's and cassettes of the film.

According to Ajay, Director Interactive Television.... Coca Cola as a brand is always a pleasure to work and we are very excited that we have managed to create an innovative and clutter breaking movie promotion along with Rang De Basanti. The entire 360 degree approach on this promotion showcases our execution and ideation ability with the commeomerative bottle being an example of great out of the box thinking.We are greatly optimistic that this promotion will be greatly engaging to the consumer and will tremedously help both the film as well as the brand.

According to Gupta, “The launch of the special edition “Coca-Cola-Rang De Basanti” bottles is all about making Bollywood history and adding yet another innovation to celebrate the ever growing popularity of Indian movies. The film Rang De Basanti underlines one’s belief in truth and optimism for success. Such emotions in a way also reflect Coca-Cola’s current theme of “Piyo Sar Utha Ke”. For the maximum number of consumers to connect with such emotions, the entire initiative has been further complimented by an interesting consumer engagement program which includes a once in a lifetime chance to meet Aamir khan.”