Fanta’s new youth-oriented campaign

Coca-Cola India, having recently announced its vision for 2010, which includes major focus on further strengthening its fizz brands in the country, is to unveil its latest campaign for the orange bubbly Fanta.

The new integrated marketing communication campaign ‘ghoonth bhar sharart kar ley’, featuring actor Trisha is set to go on air across the country by the fourth week of September.

“The objective behind this initiative is to create a stronger connect with the consumers, especially the youth. After the recent launch of the bolder Fanta in Chennai, this will be the company’s first campaign with Trisha, and we are sure that youngsters will surely find this ad extremely exciting,” said a Coca-Cola spokesperson.

Mr Titus Upputuru, Creative Director, Ogilvy& Mather, the ad agency for the campaign, said: “The task was to add a new dimension to the taste of the bolder Fanta, thereby making it more fun and buoyant. The bold orange flavour and colour of Fanta lends itself to fun and mischief. The way the campaign has shaped up, I am sure the youth of today, at whom the entire campaign is targeted will find it extremely exciting.”

Coca-Cola will follow up the campaign with a 360 degree promotional activity that will include roadshows and contests across all key markets, as a part of the consumer activation programme.

On expectations from the campaign, the company spokesperson said, “Fanta is a leader in the orange flavoured sparkling beverage segment. We feel this campaign will drive a stronger connect with our consumers and our plan is to further strengthen this leadership position.”