Indiantelevision.com Team

(2 February 2009 7:30 pm)

NEW DELHI: Coca-Cola India has roped in Bollywood actress Genelia D'Souza as brand ambassador of its newly lauched varient, Fanta Apple.

Fanta Apple will be available across the country in a range of pack sizes - 200 ml priced at Rs 8 and 300 ml returnable glass bottles (RGB) priced at Rs 10. It will also be available in mobile pet packs of 600 ml, priced at Rs 22.

Says Coca-Cola India VP-marketing Venkatesh Kini, "Apple is one of the most preferred fruits in the country. This product has been developed specially for Indian palates. The launch of Fanta Apple is a step towards strengthening the company's market leadership in the fruit flavored sparkling drink segment."

As part of a phased launch plan, Fanta Apple was initially made available to the consumers in October, 2008 in the southern states of Tamil Nadu and Andhra Pradesh.

Additionally, as a part of its marketing initiative, Coca-Cola India has launched a new television campaign with the tagline, 'Go bite'. Conceptualised by Ogilvy & Mather, New Delhi, the film has been directed by Bauddhayan Mukherji of Little lamb Films.

The TVC shows Genelia D'souza enjoying an evening at a party. However, her enjoyment is short-lived as she gets perturbed by an aunty who rushes up to her with yet another suitable match. Genelia gets irritated and wants to get rid of the aunty. That's when the host of the party offers her Fanta Apple. After the drinking Fanta Genelia plays a prank on the aunty and finally the Aunty runs away. At the end Genelia says 'Go bite'.

Apart from the TVC, the product will be further promoted through out-of-media (OOH) and road shows including extensive experiential sampling sessions in markets, offices, malls and colleges.