MUMBAI: Beverage conglomerate Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, with its brand ambassador Sachin Tendulkar.

Conceptualised by Lowe Lintas chairman and chief creative officer R Balki and his creative team, the new advertisement is produced by Amit Sharma from Chrome Pictures. It showcases cricket as a source of immense happiness transcending all boundaries, just like enjoying a bottle of Coca-Cola.

In the new campaign Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.

Coca-Cola India and South West Asia vice president - marketing Anupama Ahluwalia said, "Cricket makes India happy and Coca-Cola is celebrating this happiness. The campaign taps into the simple pleasures that this game offers, to tell this story of happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket."

Balki added, "Cricket is this country‘s true happiness. The weather...the playground...the national team‘s performance...nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket Ki Khushi Campaign".

The communication will be integrated with a range of initiatives including out-of-home (OOH) media, radio, internet, in store and on- the- ground activation across all key markets of Coca-Cola.