Beverages major Coca-Cola India today announced a new communication initiative for its sparkling drink brand Sprite featuring Bollywood star and Kolkata Knight Riders (KKR) promoter Shahrukh Khan and cricket star Sourav Ganguly.
The campaign will be launched during the second season of the IPL Twenty20 cricket tournament in South Africa starting from April 18, Coca-Cola India said in a statement.
"As part of brand Sprite's 360 degree communication plans, Shahrukh Khan, the Bollywood superstar and owner Kolkata Knight Riders, Saurav Ganguly, the captain of KKR and other members of the team, including Murali Karthik and Ajit Agarkar would feature in a new campaign to be aired during the IPL," it said.
Sprite is an associate sponsor and the official 'pouring partner' of the KKR IPL franchise team.
The campaign would include mass media, besides leveraging out-of-home media through special location specific creatives.
In addition, Sprite and Nokia has launched a 'Para' (neighborhood) cricket series in Kolkata. Eleven players from contest would be taken to South Africa to cheer for KKR, it added.