MUMBAI: As summer beckons, Aamir Khan and Coca Cola are back to lure consumers with their new campaign.
Coca Cola has unleashed an intensive integrated marketing communication program for the summer of 2007.
Based on the theme “Sabka Thanda Ek,” the campaign has been designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together.
As part of the integrated communication plan, a range of initiatives including mass media advertising and leveraging the digital space like the internet are being rolled out. The new TV commercial will feature Aamir Khan (Coca-Cola brand ambassador) in a new avatar.
In the ad, which is conceptualized by McCann Erickson chairman and national creative director cum lyricists Prasoon Joshi, Aamir appears as a no nonsense attendant traveling in a train, connecting consumers with Coca-Cola.
To extend the reach and appeal of the new summer campaign, the company also plans to leverage the internet by building and promoting online communities. The strategy includes leveraging www.myenjoyzone.com – the interactive destination for Coca-Cola consumers. To compliment, the entire brand messaging process, range of on the ground initiatives including road shows and contests across all key markets are also being rolled out.
Coca-Cola India vice president marketing Venkatesh Kini said, “Over the years we have made ‘Thanda’ and refreshment synonymous with Coca-Cola. The new campaign ‘Sabka Thanda Ek’ strengthens the universal appeal of the brand amongst consumers. It offers a higher order of emotional benefit of bringing people together. And who else to better communicate this message, but our brand ambassador Aamir Khan, in a never been seen appearance.”
Joshi adds, “The sheer power of the Coca-Cola brand lies in its universal appeal. The creative challenge was to come up with a campaign which clearly brings out this universal appeal. While doing so, care was needed to be taken to ensure a higher order of emotional benefit for the consumer. The Sabka Thanda Ek, campaign captures all these emotions in a very entertaining and engaging manner.”
The new Coca-Cola commercial opens in a train compartment with Aamir shown as a no nonsense attendant. There is an underlying friction amongst the varied passengers as they settle down to share the same compartment space with others. The entering of a tunnel is enough reason for Aamir to find his filled Coke bottle empty. As he follows the “Burpy” trail to nail the culprit a final act ends the search in a surprising climax.
Aamir’s make up man Jogendra G. Gupta has been responsible for Aamir’s attendant look.