Coke to unveil second campaign with Aamir in double role

NEW DELHI: Manno Bhabhi is back ?this time with Dinu Kaka! In continuation of the ?Ghar Pe Rakhiye Thanda ... Matlab Coca-Cola? campaign, the flagship brand of the company is all set to launch its second advertisement in the series.



The new advertisement, which is part II of the Thanda tele-series, has Aamir Khan essaying the roles of Manno bhabhi and Dinu kaka and goes on air today.

Since the launch of the new `thanda' campaign earlier this summer, Manno bhabhi?s character and portrayal of a real life situation has endeared her to millions of Indians, especially housewives, an official statement from Coca-Cola India claimed. The new ad, ?Manno bhabhi aur Dinu kaka? continues to pursue the central idea of driving in-home consumption.

According to Vikas Gupta, VP, marketing Coca-Cola India, ?We are launching the second TVC in continuation of the ?Ghar Pe Rakhiye Thanda ... Matlab Coca-Cola? campaign. The first commercial in the series had a fabulous response and has strengthened Coca-Cola?s position in the home consumption market as per our market research.?



He further added, ?The basic idea behind this year?s series of ads is to re-affirm the fact that Coca-Cola is a beverage for all occasions.?

Scripted in a musical parody, the advertisement captures the routine interactions between the quintessential home-maker - the Indian bahu or the daughter-in-law (Manno bhabhi), and the trusted-but-crotchety servant (Dinu kaka), of the household.

The advertisement delves on how Manno Bhabhi sweetly, but firmly, convinces the grumpy Dinu Kaka to keep Coca-Cola at home, thus reinforcing the fact that Coke is the real Thanda and also delves into consumer insights of how Coke plays a part in everyone?s lives, especially in-home situation.



The latest ?Ghar Pe Rakhiye Thanda ... Matlab Coca-Cola? series takes on from the earlier campaign, in which Aamir Khan featured as Manno bhabi and a NRI. The TVC conceptualized by Prasoon Joshi, national creative director of McCann Erickson and directed by Abhijit Chaudhri of Black Magic Productions, goes on air today.

The `thanda matlab Coca-Cola' campaign launched in 2002 has featured Aamir Khan essaying six distinctive characters that revolved around outdoor situations - Tapori at an Irani Caf?, Punjabi Framer in his field, a Nepali guide,etc.

The series has also won several awards in the past. To name a few, EFFIE gold for the second year in succession at ?the EFFIES 2004?; Best TV Campaign ?Thanda Matlab Coca-Cola? at the ?Indian Marketing Awards?; Campaign of the Year Awards presented by Advertising agencies Association of India (AAAI) and Advertising Club Mumbai (ABBY); Golden Lion Award at Cannes Festival and the most prestigious marketing award of Coca-Cola Company - ?Don Keogh Marketing Mastery Award?, bringing global recognition for Indian talent.

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