New Delhi : Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games Tuesday, announced the launch of its new Visual Identity System (VIS) and logo for the Games in Delhi.
The VIS is an integrated marketing campaign which will be used extensively in packaging, point of sale materials, product delivery trucks, equipments, and out of home media to attract people for the Oct 3-14 event.
An extensive outdoor campaign will be launched in competition and non-competition venues of the Commonwealth Games including the Games venues, training venues, Games village etc. The campaign for the Games has been developed by McCann Erickson.
More than 2000 outlets, partnership with Delhi Tourism for activation of key venues, consumer sampling, road shows, contests etc will be part of the outdoor campaign.
Conceptualized on the platform of “Go Dilli, Let Sports Win”, the VIS encourages people to participate in and support the Oct 3-14 Commonwealth Games.
The VIS is inspired by the Chakra in Commonwealth Games Logo, the cultural symbol of celebration – ‘Ambi or Paisley’ and the architecture of Lotus temple in Delhi.
“The new identity that we have launched today will help us leverage and build excitement for the Commonwealth Games in Delhi, long before the first medals are awarded in October,” said Atul Singh, President & CEO, Coca-Cola India.
“By associating with the Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes and delegates and more than 30,000 volunteers that will take part in the Games.”