Aishwarya Rai to add "Thande Ka Tadka" to Coca-Cola's new campaign

Company News

New Delhi, March 21

Coca-Cola, is all set to sizzle consumers this summer as it unleashes a catchy new brand campaign - "Coca-Cola Thande Ka Tadka". Launch of the new brand initiative, includes unleashing an all-new TV commercial featuring Aishwarya Rai as the central protagonist. The campaign encapsulates the newfound confidence of the Indian youth and using wit and humor speaks the language of an empowered generation. 'Coca-Cola Thande Ka Tadka' is a refreshing take on the current youth mindset of purposeful action and a self empowered point of view.

The ad for the new campaign has been conceptualized by the prolific ad veteran Prasoon Joshi of McCann Erickson, and brought to life by the talented direction of Abhijit Chaudhuri of Black Magic Productions. The Coca-Cola Thande ka Tadka ads would hit the TV screens in different variants. The entire campaign will go full steam ahead across all leading TV channels from 26th March '06 onwards.

According to Mr. Vikas Gupta, Vice President Marketing, Coca-Cola India, "The youth of today is rearing to take on the world. They are smart, energetic, focused, and confident enough to transform their aspirations into reality. Coca Cola's Thande ka Tadka campaign connects instantly with this evolved persona. The campaign ad features Aishwarya in a totally new avatar. She uses emotions like wit and humor and encourages us all to take control of one's life without being intimidated."

The new Coca-Cola Thande Ka Tadka series adds yet another dimension and is a natural progression from the earlier campaigns that the company has run. With "Thanda Matlab Coca-Cola", the Brand celebrated pride in our national roots and the deep-rooted Indian-ness within all of us. The "Piyo sar utha ke" campaign went a step forward bring out the bold optimism of the new India through the framework of idealism-hope-belief. The "Thande ka Tadka" now aims at displaying the current youth's refreshing drive of purposeful action and a self-empowered point of view.

According to Prasoon Joshi, Regional Creative Director. South Asia & South East Asia, McCann Erickson, "The sheer power of the Coca-Cola brand lies in its multi dimensional appeal. Each new dimension when explored, gives a consumer yet another chance to strengthen his or her emotional connect with the brand. However while embarking on this exploratory journey; care needs to be taken to ensure that each new dimension is presented in a very engaging and relevant manner to the consumers." Adding further Prasoon said "The Coca-Cola Thande ka Tadka campaign projects the attitude of the brand in a very entertaining and engaging manner. It also exploits the youth lingo which helps the brand connect with the youth of the country."

Details About the Coca-Cola Thande Ka Tadka ad

The TVC begins with Aishwarya Rai being whistled at by a group of her own college boys. But, instead of shying away from the rowdy situation she takes the opportunity to change the situation around in an engaging and humorous way. What follows is an entertaining lesson by Aishwarya Rai on the art of whistling (getting it right is many a youth aspiration). The guys are clean bowled not only by her uncommon talent but also her swashbuckling attitude. This end result aptly captures the sign off "Thande ka Tadka".

For further information please contact

Perfect Relations Ltd.

Rohan Bhalla @ 9871597717