Launches A 360 Communication Program Featuring Fanta Brand ambassador and Bollywood Sensation, Genelia D’Souza.
- Strategic initiative launched for Fanta for the first time during Holi across North, Central & Western India - aims to further extend Fanta’s market leadership in the fruit-flavored sparkling beverage segment.
- Exciting initiative during the festive season to be further supported by both above and below the line initiatives under the aegis of Holi Hai! Toh Dikhao Apne Asli Rang (It’s Holi! so show your true colors)
- Latest communication is targeted at the youth of today, who are always on the lookout for contemporary expressions of traditional Indian values
- Conceptualized by Mayur Hola, Creative Director, Ogilvy & Mather and directed by Rajat Nagpal from Sharp Shooter Films, the communication is choreographed by Longinus Fernandes of the ‘Jai Ho’- Slumdog Millionaire fame
- In-addition to mass media, the 360-degree communication program to include roll out of special Holi themed gift packs and special PET bottles with Fanta – Holi Hai! insignia, out-of-home (OOH) media, radio, internet and on ground activation
Adding fun and playfulness to the festival of Holi, 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 – Holi Hai! Toh Dikhao Apne Asli Rang (It’s Holi! so show your true colors). The strategic initiative launched for the first time, celebrates the age-old and exciting festival of Holi in a contemporary way, adding a unique Fanta twist of fun. The latest communication reflects the fun-loving and playful attitude of today’s youth, who are always on the lookout for contemporary expressions of traditional Indian values.
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 integrated communication for Holi aims to enhance the fun and excitement attached to the festive mood. The strategic initiative being rolled out across North, Central and Western India, aims to further extend Fanta’s market leadership in the fruit-flavored sparkling beverage segment. I am confident that this initiative will find a special appeal amongst soft drink consumers as they get ready to celebrate the festival of colours.”
More About ‘Fanta - Holi Hai! Toh Dikhao Apne Asli’ Rang’ communication Initiative
The 360-degree communication program includes rolling out of special Holi themed gift packs and special PET bottles with Fanta – Holi Hai! insignia. In-addition, the program also involves the roll out of a range of initiatives such as out-of-home (OOH) media, radio, internet and on ground activation. The entire program is expected to get activated by middle of February, 2010. Conceptualized by Mayur Hola, Creative Director, Ogilvy & Mather and directed by Rajat Nagpal from Sharp Shooter Films, the communication is choreographed by Longinus Fernandes of the ‘Jai Ho - Slumdog Millionaire’ fame.
Storyboard Of The Ad
The latest communication involves Genelia and a group of friends walking through a town, when a group of boys approaches them, attempting to play Holi. Genelia and her friends appear scared and offer bottles of Fanta as a peace offering which the boys accept and open. However, since the bottles have been shaken before they were given, there is a huge gush of Fanta from the bottles which drench the boys. The commercial ends with Fanta’s festive message of “Holi Hai!”, inviting people to “Dikhao apne asli rang!” (show your true colours!).
Commenting on the creative thoughts behind the campaign, Mayur Hola, Creative Director of Ogilvy & Mather said, “The youth today is always looking for innovative ways of expressing themselves, while simultaneously being uniquely Indian. The communication for the new Fanta Holi campaign attempts to capture this insight and invites the youth to create more play this Holi. The commercial is shot in a very colorful style, amidst a happy, charming and bright setting, featuring European pop art mixed with Indian kitsch icons. The colour palette reflects contemporary trends. The film has been treated like a musical. The jingle also reflects the fusion of the traditional and the modern, culminating in a hearty yell of “Fanta! Holi Hai!”
About Coca-Cola in India
Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh,Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.
For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com
