Soft drink major Coca Cola has roped in Gautam Gambhir as brand ambassador for Coke and the cricketer will be featuring in the company's new campaign to be rolled out this week.
"It is first in the series of the 2009 summer campaign to feature Gautam Gambhir, leveraging the passion of cricket amongst the youth," Coca Cola said in a statement.
The company said the new 'Coca-Cola Open Happiness' campaign is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally.
"India is one of the first few strategic markets to roll out Coca-Cola Open Happiness after its successful launch in the US," it added.
On being signed for the campaign, Gambhir, who is also the opening batsman for IPL team Delhi Daredevils, said, "Coca-Cola has always been associated with refreshment, happiness and moments of joy. All these are the qualities that I closely identify with."
The campaign is expected to be rolled out this week.
Talking about the campaign, Coca-Cola India Director- Marketing Kashmira Chadha said, "In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including in-store and on-the-ground activation across all key markets."
