MUMBAI: Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games, launched its new Visual Identity System (VIS) and logo for the Games in Delhi.

The campaign is conceptualised on the platform of ‘Go Dilli, Let Sports Win.‘ The new VIS encourages people to participate in and support the XIX Commonwealth Games and ensure the triumph of sportsmanship.
 
The new identity and an outdoor campaign will be used to activate all competition and non-competition venues of the Commonwealth Games including the Games venues, training venues and Games village.

Coca-Cola India president and CEO Atul Singh says, "Coca-Cola has been associated with mega sporting events in its efforts to promote healthy, active living and promoting social cohesiveness. By associating with the Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes and delegates and more than 30,000 volunteers who will take part in the Games."
 
The Visual Identity System has been developed for Coca-Cola India by ‘Iconologic‘, a brand design firm in the USA. It has been inspired by the Chakra in Commonwealth Games Logo, the cultural symbol of celebration - ‘Ambi or Paisley‘ and the architecture of Lotus temple in Delhi.

The Visual Identity will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments and out of home media. The campaign for the Games has been developed by McCann Erickson.
 
 
The activation for the Games includes an outdoor campaign, activation of over 2000 outlets, partnership with Delhi Tourism for activation of key venues, consumer sampling, road shows and contests.

More than 200 Coca-Cola CWG branded product delivery vehicles will be plying across the city sporting the message Go Dilli- Let Sports Win as a part of the campaign. The company will also deploy a staff of over 1000 to oversee the venue operations.