"This promo is one of the first of its kind on innovation, scale and execution. The 'Thanda' mechanism which is being used for the first time reinforces the strong connection with Coca-Cola's brand identity established through memorable 'Thanda Matlab Coca-Cola' campaigns during the last two years," says Coca-Cola India corporate communication head.Vikas Kochhar.

Thanda Aish-Cash is supported by an integrated marketing and communication act which will begin with the launch of the TVC featuring Coca-Cola Brand Ambassador Aishwarya Rai and Rajpal Yadav to be aired nationally from next week across all mainline channels.

The ad is made by the famous ad and feature film producer Ram Madhvani and scripted by Prasoon Joshi of McCann Erickson. The key highlight of the campaign is the catchy new music styled on the lines of "Haryanvi Rap" which merges the 'desi' colloquial lingo with upmarket 'rap' beats. Also, this is for the first time that the Bollywood comedian Rajpal Yadav is sharing the screen with Aishwarya Rai.