Coca-Cola makes noise with Dhoom:2

MUMBAI: The release of Dhoom:2 is eagerly awaited and Coca-Cola has lined up a slew of innovations with their new brand ambassador Hrithik Roshan, who also stars in the film.


The company has launched special edition “Coca-Cola-Dhoom:2” 500 ml + 100 free PET bottles featuring the film’s cast. It may be recalled that the same was also done earlier this year when the Aamir Khan starrer Rang De Basanti hit cinema screens.


Each Coca-Cola Dhoom:2 bottle will sport a unique code under the bottle cap – SMS followed by the special code to 3366 to download the exclusive D2 ringtone. The ringtone has been composed by Pritam, the music director of Dhoom:2.


In-addition, Coca-Cola consumers also have a chance to win special prizes, including the complete Dhoom:2 gear as sported by Hrithik, Aishwarya Rai, Abhishek Bachchan, Bipasha Basu and Uday Chopra in the movie.


What’s more, Coca-Cola India in Delhi has installed special Coca-Cola Dhoom:2 jukeboxes in select malls. The labels of the special edition Coca-Cola Dhoom:2 bottles available in Delhi have been encrypted with an invisible unique code using the latest in printing electronics.


This label when swiped against the reader of any of the jukeboxes will enable a Coca-Cola consumer in Delhi to view exclusive Dhoom:2 multimedia visuals through these juke boxes.


This has been currently launched as a technology demonstrator in Delhi. The company is closely looking at plans to offer similar solutions in other major cities.


Coca-Cola India vice president marketing Venkatesh Kini said, “The launch of the innovative Coca-Cola-Dhoom:2 special edition bottles is all about adding excitement into the lives of Coca-Cola consumers. The first of its kind initiative is part of an integrated communication program, backed by a range of interesting consumer engagement initiatives. The entire consumer connect program has been designed keeping in mind the taste and aspirations of the ever growing base of Bollywood movie buffs.”


As part of an integrated association with Yash Raj Films, the producers of Dhoom:2, Coca-Cola has just released a new ad featuring Hrithik Roshan. In the ad, released on all major TV channels, Hrithik is seen in his latest Dhoom:2 avatar. The TV commercial has been conceptualized by Anirban Sen of McCann Erickson and has been directed by Dhoom:2 director Sanjay Gadhvi.

BOC Editorial

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