MUMBAI: Fruit-flavored carbonated soft drink from the Coca-Cola Company, Fanta, has unveiled its new campaign, ‘Taste that makes you jump‘.

The campaign has been conceptualised by Ogilvy & Mather.

Taking its ‘Zyada Fanta, Zyada Masti‘ campaign to the next level, the new 360-degree initiative christened, ‘Taste that makes you jump‘ is in line with the core brand image of Fanta - reminding consumers about its "great orangey, bubbly taste".

The new campaign will reach out to youth through television ads, outdoor, radio, activation and social media.

Coca-Cola India and South West Asia VP-marketing Anupama Ahluwalia said, "Brand Fanta is known for its distinct playful imagery and its great ‘Orange‘ taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase ‘Play‘ in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to further strengthen this connect."

As a part of on-ground activation, Fanta will also engage with consumers at select locations in 42 cities across 10 States (Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar). Fanta will be extending its new brand thought through a special experiential sampling initiative. As part of this initiative, consumers will get a taste of Fanta experience through interactive games.