New Delhi: Adding playfulness this summer, Coca-Cola India is all set to launch an integrated communication program for brand Fanta, country’s most preferred fruit-flavored sparkling beverage. The 360-degree initiative featuring Fanta brand ambassador and Bollywood sensation, Genelia D’Souza is supported by both above and below the line initiatives under the aegis of – Dikhao Apne Asli Rang (Show your true colors).
The new initiative showcasing Genelia in an all-new mischievous ‘avatar’, reflects the fun-loving and playful attitude of today’s generation, who are always on the look out for innovative and exciting experiences. The strategic initiative brings out the visual distinctiveness of Fanta through clutter-breaking visuals and captures the mischief and humor in every moment of life, with the unique Fanta twist of fun.
According to Srinivas Murthy, Marketing Director – Flavours, Coca-Cola India, “Brand Fanta is known for its distinct ‘Orangy’ taste and for providing fun-filled, exuberant experience to all its consumers. The latest Fanta campaign showcases how a bottle of Fanta brings out the playfulness in oneself and converts a tricky situation into magical exuberance, letting one to spread fun amongst everyone around. Fanta has already created a unique place in the minds of the consumers with its distinct ‘Holi’ taste experience and the launch of this initiative will further strengthen it’s connect with the consumers.”
The 360-degree communication program involves the roll out of a range of initiatives such as out-of-home (OOH) media, radio, internet and on-ground activation. The program is expected to get activated by 3rd week March, 2010. Conceptualized by Ajay Gahlot, Group Creative Director, Ogilvy & Mather & Mayur Hola, Creative Director, Ogilvy & Mather and has been directed by Rajat Nagpal from Sharp Shooter Films.
The latest communication features Genelia and a group of friends driving through lush countryside, when another group in a car blocks their way. This group refuses to budge even after multiple requests from Genelia’s group and even dares them to ‘fly over’ them. Genelia then asks for a Fanta for a dose of playfulness, and enlists the help of a crane operator standing close by, who uses his crane to literally make Genelia’s car ‘fly over’ the other Group! One then see’s waves of Fanta fill the screen, as Fanta’s new slogan “Dikhao apne asli rang” (show your true colours!) is seen. Intrigued with this ingenuity, the other group now realizes that their game has been turned on themselves, and the second round begins, as they start to chase Genelia’s car! The TVC ends with Genelia sipping a toast of her favorite Fanta to the friendly crane operator, who is clearly charmed by Genelia and Fanta’s exuberance.