Indiantelevision.com Team

(6 March 2007 5:00 pm)

MUMBAI: Aamir Khan, the man synonymous with the trilogy of iconic Coca Cola campaigns, is out to make an impact yet again with "Sabka Thanda Ek", a fresh campaign that will set the stage for summer - the peak months in the drinks category.

From a Nepali to a Bengali, to the 'Chota Coke' paach campaign, brand ambassador Aamir Khan has never failed to engage consumers with his wit and versatility. This evening the cola major will unleash its latest campaign across media, namely television and internet. But this time the protagonist (Aamir) is sporting the avatar of a train attendant.

As a prelude to the scorching months of April, May and June, the integrated marketing communication program this year will take its proposition ahead by attempting to build the Coca-Cola brand from a "refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together."

Keeping this in mind, the conceptualisation of the campaign has been spearheaded by McCann Erickson chairman and national creative director Prasoon Joshi, with an aim to translate its universal appeal. Poised to break later this evening across mass television channels, the Coca-Cola commercial opens in a train compartment with Aamir shown as a 'no nonsense' attendant.

Reflecting the chaotic atmosphere of train passengers, an underlying friction amongst them abounds as they settle down to share the same compartment space with others.

However, on entering a dark tunnel Aamir turns to find his filled Coke bottle empty. To trace the culprit he suspiciously follows the "Burpy" trail, but as he gets closer to nailing this perpetrator, he lets out an unexpectedly loud 'burb' that gets the whole compartment laughing.

Speaking about the universal connotation of the brand that unites its consumers in the campaign, Joshi said, "The sheer power of the Coca-Cola brand lies in its universal appeal. The creative challenge was to come up with a campaign which clearly brings out this universal appeal. While doing so, care was needed to be taken to ensure a higher order of emotional benefit for the consumer. The Sabka Thanda Ek, campaign captures all these emotions in a very entertaining and engaging manner."

Simultaneous to its television roll out, the brand campaign for the summer will also be extended to new media platforms including the existing website www.myenjoyzone.com. A separate segment has been designed to further strengthen the reach of the campaign among the youth by building an online community and forum for discussion. In addition, games based on this character will appear on the site.

Additionally, a national of on-ground initiative will follow in the coming weeks with road shows and contests across the country.

In the past, Coca Cola has adapted its campaigns to incorporate a regional appeal with Aamir's character. In the same way, the company will unveil the same campaign customized to Southern India featuring actor Vikram in the avatar of a train attendant, says a Coke spokesperson.

Going ahead this year, the company plans to activate its entire portfolio of brands with integrated mass media campaigns for its vended tea and coffee brand Georgia, juice drinks Mazza and newly added Minute Maid, its packaged water Kinley, apart from its carbonated soft drink brands.

The ad has been filmed by the Ram Madhvani of Equinox films and the music composed by the trio Shankar Ehsaan Loy.