Interestingly, while the two films will be given prime-time exposure on national networks, the creatives have been developed by Equus Advertising Company -- Coca-Cola India's regional agency for the east market -- and not Chaitra Leo Burnett, who is responsible for national brand development.

The first is a 20-second film on Coke and is based on the oldie-goldie Manna De song `Ke Tumi Nandini' from the Bengali film `Teen Bhuvaner Pade'. The second is a 15-second film on Thums Up, which after ages, brings the thumb prominently back into the cola's advertising -- the president of the Puja Committee gives the thumbs up sign on seeing the idol, people dance with their thumbs up, the priest makes a vermillion mark with his thumb.

Taking pains to point out that the national exposure for the two ad-films is a one-off event for Coca-Cola's regional agency, Equus chief executive officer (CEO) Suhel Seth says: "We have brought back the thumb as a hugely important strategic devise for Thums Up. It integrates the core brand properties with the images of Puja."

While the national media plan for the two ad-films does blur the dividing line between Coca-Cola India's regional agency and the national agency, Chaitra Leo Burnett senior vice-president and head of Delhi operations Sumeet Kanwar clarifies: "We don't see this as a conflict of interest. Rather it's a means of getting the client to get the most efficient resources working for them."

To be sure, Coca-Cola India is throwing all the creative juices at its disposal for ensuring that its brands are associated with festivals and festivities. Two days after the Puja campaign breaks, on September 12, the cola major is launching a `Dandiya' campaign -- this time, developed by Chaitra Leo Burnett's Mumbai operations. Says Coca-Cola India director and vice-president (marketing) Sanjiv Gupta: "Festivals are our key focus areas."

While the Equus ad-films were essentially made to target the Bengali viewership through channels like Doordarshan (DD)-Bangla, one reason why Coca-Cola India decided to take the regional campaign national was that the identification with Durga Puja is nationwide.

Second, the campaign's timing coincided with the Sahara Cup, where once again, Coca-Cola India would like to reinforce its cricket connection. Particularly as Saurav Ganguly -- a Calcutta-based Coke celebrity sponsor -- is vice-captain of the team chosen for the Sahara Cup.

Which is why, besides the sports channels, the two Puja films will also be aired on Music Asia and Zee. According to Kanwar, "There will only be a conflict of interest if a full-fledged Chaitra Leo Burnett office was operating in that regional market and the client."

He points out that Chaitra Leo has helped appoint sub-agencies for Coca-Cola India in two more markets -- Reach Out in Hyderabad and Take Wings in Madras. However, functionally, while Reach Out and Take Wings are part of the Chaitra Leo team, Equus operations are independent of the national agency.

Coca-Cola India did break new ground in July 1998, by thinking national and acting local in the appointment of its ad-agencies. However, it will be a tough juggling act to manage the aspirations of the national and regional agencies. One worthy of the ten hands of Durga.