The tagline for the new campaign is piyo sar utha ke with Aamir as the protagonist. The new positioning is also in line with our observation that Coke is nowadays consumed all through the year and not just a particular season, a company official told FE.
Both Coca-Cola and rival PepsiCo use a number of film personalities to sell their brands and Cokes new Aamir campaign will directly compete with Shah Rukh Khans Pepsi commercial launched a few weeks back. The two cola majors spent close to Rs 100 crore between them in mass media advertising and promotions. The budget is likely to remain the same this year too.
According to a senior media buyer, both beverages majors have cut their advertising spend in print media. During the last two years, the two companies have been spending only 8-10% of their ad-budget in newspapers and magazines. The rest goes to news, entertainment and sports channels, he said.
Earlier this year, Coca-Cola India had launched a series of advertising campaigns to push brands like Thums Up, Limca and Fanta. Pepsi has stuck to its line, which projects Pepsi as a young and bubbly brand. Recently, it launched a new TV ad featuring Shah Rukh Khan as a snake charmer.
While McCann-Erickson is the creative agency for Coca-Cola India, JWT handles the brand Pepsi.