MUMBAI: Summer beckons and with that the cola war begins. Coca-Cola India is all set to launch yet another ad campaign for its orange drink Fanta with brand ambassador Rani Mukherjee.

The campaign 'Rang Le Dil Khol Ke' will launch on 25 March across all Hindi and Tamil channels and builds on the last year’s popular campaign 'Dil Khol Ke' and has been conceptualized by Ogilvy & Mather (Mumbai).

Rani Mukherjee in the new Fanta TVC

The company also launched Fanta in a 600ml pack size (500ml+100ml free) at Rs 15 across all key markets in India, keeping in tune with its affordability strategy. This new initiative is backed by a Fanta television commercial (TVC) with the popular actress Simran, and is running across all Hindi mainline channels, besides on-ground marketing activities and promotions.

"Fanta is currently the market leader in the orange drinks category and is identified as 'The Fun Catalyst' among the youth," says Coca Cola India vice president Sunil Gupta. He adds, "Our campaigns this summer, will be focusing on consumer insights and consumer connect."

Thinking up a prank - Mukherjee

Fanta has been projected as a drink which stands for its vibrant color, tempting taste that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This mood has been effectively captured in the latest Fanta TVC, which shows Rani Mukherjee playing a prank on an auto rickshaw driver along with her friends.