As a part of its global campaign in the run-up to this year's Indian Premier League (IPL), beverages player Coca Cola today said it will launch a communication initiative in the country featuring the company's brand ambassador and Bollywood star Aamir Khan.
The 'Coca Cola Open Happiness' campaign would involve a 360-degree communication effort, which would use the mass media and a range of other activities like on-the-ground and store activation programme, Coca Cola India said in a statement.
"Open Happiness brings forward the thought of enjoying a bottle of Coca Cola while taking a pause from the daily routine to connect with others," Coca Cola India Director (Marketing) Kashmira Chadha said in the statement.
She said that India is one of the few markets across the globe where the company has rolled out the Open Happiness initiative.
The TV commercial, featuring Aamir Khan, would be released in the second week of this month coinciding with the IPL tournament in South Africa.
The new initiative comes as a follow up to the launch of the 'Open Happiness' concept in India in February this year that had featured cricket star Gautam Gambhir.
