MUMBAI: As a part of its global campaign in the run-up to the Indian Premier League (IPL), Coca Cola will launch a new campaign featuring brand ambassador Aamir Khan.

The Coca Cola Open Happiness campaign will be a 360-degree communication effort using mass media and other activities like on-ground and store activation programme.

"Open Happiness brings forward the thought of enjoying a bottle of Coca Cola while taking a pause from the daily routine to connect with others. The second series of the 2009 campaign takes on the idea of sharing small moments of joy and happiness together with a bottle of Coca-Cola," Coca Cola India director marketing Kashmira Chadha.

The ‘Open happiness’ campaign has been conceptualised by McCann Erickson executive chairman Asia Pacific Prasoon Joshi and creative chief Ashish Chakravarty and the TVC has been directed by Sujit Sircar and produced by Rising Sun Films.

The TVC shows Aamir Khan as a narrator, observing different situations in the lives of the people. Taking the audience through different moments of life, Aamir observes that though the times have changed the happy moments are still celebrated together and not in isolation.

The TV commercial, featuring Aamir Khan will be released in the second week of April and will coincide with the IPL cricket tournament in South Africa.

The tagline of the ad is "Aap muskurayenge, bulbule gungunayenge."