MUMBAI: Coca Cola has been very successful in its attempts to associate the drink with the cold factor courtesy the slogan Thanda Matlab Coca-Cola. Now the beverage is all set to unveil its new campaign Piyo Thanda, Jiyo Thanda from today.

An official release informs that by making Coke synonymous with Thanda, the company was able to gain first-mover advantage in a large untapped pool of consumers unfamiliar with the soft drink category.

The new campaign Piyo Thanda, Jiyo Thanda deals with what it means to be a youth in an urban context.

The launch commercial features Vivek Oberoi and Aishwarya Rai - seen together on screen for the first time. The TV commercial will be supported through an integrated marketing programme of print, outdoor, cinema and ground activation.