MUMBAI: After a seven-year absence from the red carpet, The Coca-Cola Company is back in the spotlight as the exclusive non-alcoholic beverage sponsor of the Academy Awards telecast on ABC.
 

 
Beginning in March 2006, seven commercials featuring Diet Coke and other Coca-Cola brands will air during the biggest entertainment program on television. The annual broadcast of the Academy Awards reaches an average audience of 42 million people, second only to the Super Bowl in total viewership.
 
 
"Our brands, especially Diet Coke, have been synonymous with entertainment and style for decades, so our association with the Academy Awards telecast makes perfect sense," said Coca-Cola North America senior vice president, Coca-Cola Brands Katie Bayne.

"Today, more than ever, people are passionate about the world of film. By refreshing movie goers in theaters across the country, featuring celebrities in advertising, and participating in the Academy Awards telecast, we offer people multiple ways to enjoy the entertainment lifestyle," she added.

 
 
The sponsorship of the Oscars telecast adds another component to the roster of high-visibility entertainment and sports properties that Coca-Cola will activate in 2006, including the Olympic Winter Games, the World Cup, American Idol, NCAA, NBA, NASCAR, and NHRA.