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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 Café, 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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