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Tag: Debabrata Mukherjee

  • CNN-IBN, Thums Up and Being Human presents VEER Season 2

    CNN-IBN, Thums Up and Being Human presents VEER Season 2

    MUMBAI: In an effort to unleash the inner potential of people with disabilities and provide them the best employment opportunities, CNN-IBN is back with its one-of-its-kind initiative ‘VEER Season 2’ in partnership with Thums Up, Being Human and American India Foundation. The show aspires to exhort and educate the citizens of India to play the role of an enabler and make people with disability discern their true potential.

     

    Started from 24th September 2015, VEER Season 2 is a campaign of strength and self-belief to generate awareness and advocate for inclusivity, accessibility and employability of people with disabilities (PwDs).  After receiving an overwhelming response for its first season, VEER in its second edition aims to drive an amount of INR 2 crores for training 2000 PwDs.

     

    In this phase of the campaign, CNN-IBN will also be associated with, the Indian government’s Department of Social Justice and Empowerment and Hans Foundation, an NGO operating in the area of empowering marginalised sector in disability space, to provide skill for training people with disabilities (PwDs). The government body and NGO, both will eminently work with the channel to train and employ the PwDs.

     

    Speaking about the campaign, Mr. Radhakrishnan Nair, Managing Editor, CNN-IBN, said, “We are grateful to receive the support from Thums Up, Being Human and American India Foundation for the campaign. It is our pleasure to work on such an innovative program and we hope to receive an overwhelming response from the audience.”

     

    Debabrata Mukherjee, Vice-President Marketing and Commercial, Coca-Cola India, said, “The Thums Up philosophy of being passionate and strong is something that drives this program. Through VEER, we want to encourage all the differently abled to unleash their potential, be strong and overcome the barriers they face. We are happy with the achievements of the program in its first year and are excited about the milestones being set for the second phase, where our endeavour will be to accelerate the pace and double the deliverables of the first year.

  • Qyuki & Coca-Cola pay tribute to Indian soldiers via short film

    Qyuki & Coca-Cola pay tribute to Indian soldiers via short film

    NEW DELHI: Qyuki Digital Media and Coca-Cola India have produced a special digital short film paying tribute to the real heroes of India – the jawans on the borders.

     

    The film follows the journey of a soldier from his military base in the north down to his home in the beautiful backwaters of Kerala. With the intention of fulfilling the final wish of a fellow soldier who died in the line of duty, he makes an emotional stop en route, to his colleague’s family home where he hands over the martyr’s belongings to them.

     

    The story traverses several situations and people that cross the soldier’s path closing with a touching moment of a family reunion. Here the film cuts to a national issue that requires the protagonist to return to his base camp.

     

    The film highlights India’s incredible landscape and its multicultural beauty, juxtaposed beautifully with the personal sacrifices a soldier makes for his country, family and friends.

     

    Razy Ghai from Asylum Films directed the film and the music was scored by Dhruv Ghanekar of Wah Wah Studios

     

    Coca-Cola India and South West Asia VP – marketing & commercial Debabrata Mukherjee said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This independence day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.”

     

    Mukherjee added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation’s love, appreciation and respect for the real heroes who keep us safe, everyday.”

     

    Qyuki co-founder and MD Samir Bangara added, “Qyuki is proud to present this film along with an iconic brand like Thums Up to salute the country’s true heroes. Having grown up as an armed forces kid, the film is that much more personal and special to me.”

     

    Ghai said, “As the son of a retired army officer, I have always wanted to give back to my roots. Soldiers are the unsung heroes of our country. I think we have managed to touch an emotional chord with this short film. The idea was to do a road film in which a responsible soldier goes on this soulful journey. The film is supported by, “Saare Jahan Se Acha” tune playing in the background to remind the viewers of what the soldiers of our country do for us.”

  • Thums Up’s tribute to real heroes of nation receives 1 million views

    Thums Up’s tribute to real heroes of nation receives 1 million views

    MUMBAI: Thums Up, India’s iconic soft drink brand marked the country’s 69th Independence Day with a tribute to the nation’s Real Heroes and the country used this film as a platform to express its love a million times within 48 hours.

     

    Set against the diverse cultural and regional canvas of India, the film captures the journey of a young Indian soldier as he travels from his military base to his home in Kerala, making one stop in his journey to the martyrs’ home to deliver the news of his martyrdom, personally. The narrative navigates through a string of anecdotal situations of various people he meets during his journey on route to the heart wrenching moment when the young soldier finally reaches the martyr’s family. The film concludes with the soldier enjoying a happy moment with his family before an alert is commissioned to all soldiers cancelling all vacations and an order to report to basecamp. Through the soldier’s journey, the film captures the diverse locations and myriad of cultures in India, while reminding the audiences about the unparalleled perseverance our brave soldiers display every day.

     

    Speaking about the campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India and South West Asia said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This independence day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.

     

    He further added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation’s love, appreciation and respect for the real heroes who keep us safe, everyday.”

     

    Conceptualized by Qyuki Digital Media Pvt Ltd. and Asylum Films, the Digital Film and its music has been created by Dhruv Dhanekar of Wah Wah Music.

     

    Commenting on the film Samir Bangara, Co-founder and MD of Qyuki.com said, “This film is special at many levels. Both the Director, Razy Ghai and I grew up as armed forces kids and that was a big inspiration for the script and execution of the film. We are proud to be working with one of India’s most iconic brands Thums Up, to salute the true heroes of our country.”

  • Coca-Cola ropes in Diljit Dosanjh as brand ambassador in Punjab

    Coca-Cola ropes in Diljit Dosanjh as brand ambassador in Punjab

    MUMBAI: Coca-Cola India has entered into an endorsement agreement with Punjabi superstar Diljit Dosanjh, for its flagship brand Coca-Cola.

     

    Speaking about the association with Dosanjh, Coca-Cola India and South West Asia VP Debabrata Mukherjee said, “We are extremely pleased to have Diljit Dosanjh as the face of Coca-Cola in Punjab. His appeal cuts across age groups and socio economic strata, just like Coca-Cola and his personality reflects the brand’s core values of optimism, joy and happiness. We are excited by the prospects that lie ahead for the brand and our partnership with Diljit.”

     

    Dosanjh added, “Being an artiste and an entertainer, I feel fortunate to have a platform that allows me to spread joy and bring a smile on the face of my fans. And now, my association with an indisputable icon of happiness, brand Coca-Cola will amplify this effort, making for a perfect happiness recipe with a Punjabi tadka. I am really excited and look forward to a great association with Coca-Cola.”

     

    The brand will kick start its association with Dosanjh through the Independence Day special episode of Coke Studio Season 4, which is  going to be aired on 14 August, 2015.

  • MTV revamps Coke Studio format; to air all year round

    MTV revamps Coke Studio format; to air all year round

    MUMBAI: An experiment that began with fusion music over three seasons back is all set to return once again. Coke Studio @MTV season four is all set to telecast in a new format this year.

     

    Speaking to Indiantelevision.com about the same, MTV EVP and business head Aditya Swamy said that the success of the property today lay in the fact that filmmakers have started asking music composers to produce songs, which have a Coke Studio feel to them.

     

    MTV and Coca Cola have followed two cues to take the show’s new season forward. “Firstly, we have decided to bring audio and video together to refresh audiences through music videos. Secondly, it has been learnt that people are consuming singles rather than albums. Therefore, we will move from episodes to singles throughout the year.”

     

    The format for this year will see a change. The property will move from seasons to “always on” for one year now. It will be narrated in the form of a story instead of just vanilla songs. The series will begin on 1 March 2015 and will air every first Sunday of the month at 8 pm. 

     

    The production will include three elements. The first element of the show will include producer profiles and the idea behind the song. Secondly, it will have studio sessions and the setup of the band and lastly there will be a novel element, which will be a stylized video and audio told in the form of a story. Each of these videos and audios will release simultaneously across all MTV platforms. It will be deployed across all audio and video platforms like YouTube, Saavn, Gaana and iTunes by Zee Music. The channel will also be re-releasing two audience favourites “Madari” and “Kattey” with new music videos.

     

    Speaking about the learning’s the channel has picked up so far, Swamy said that it has been to come up with better innovations. “In the technical sphere we have learnt to produce audio and video side by side. With the response we have garnered, we could find courage to innovate and come up with a format that not only caters to loyalists but also help bring on board new consumers,” Swamy informed.

     

    Talking about the brand integration concept, Swamy said that the two have seen a long term investment partnership. “People will take to branded content if the music is good, but if the content is not good and is in the consumers face directly they will hate the same,” he opined.

     

    The global beverage brand Coca Cola owns the IP of the property, which has its presence in other countries like Pakistan and therefore the channel does not resort to other advertisers coming onboard. 

     

    Speaking about the brand’s association with MTV, Coca Cola India and South West Asia VP marketing and commercial Debabrata Mukherjee said, “We are constantly in touch to come up with engaging content. When we began, we did not realise the groundswell response we would receive. Since 2013 to 2014 we have visited more than 15 cities visiting different colleges as part of our on ground events.” 

     

    This year Coke Studio will continue bring the live experiences through 50 concerts and outreach programmes reaching 100 colleges across 10 cities.

     

    Mukherjee informed that the property has become hugely popular over seasons. Sharing some insights, he said Coke Studio @MTV has registered over 150 million+ reach across all three seasons. On social media platforms, it has garnered 64 million view on YouTube and 2.9 million fans on Facebook. He also informed that the brand is open to inviting international artists to India.

     

    Speaking on the association of the two partners Group M ESP national director- entertainment sports and live events Vinit Karnik opined, “The property has become very much synonymous with the brand. There is also a lot of cult following that consumes this kind of music. At some point in time, it will definitely resonate with the brand and the TG. From a relevance point of view this has worked for the brand Coca Cola as people have become very much synonymous with the brand.”

     

    The line up for this season includes the likes of Amit Trivedi, Pritam, Papon, Clinton Cerejo, Sachin-Jingar, Ram Sampath, Sneha Khanwalkar, Harshdeep Kaur, Raftaar and Rekha Bhardwaj. 

     

    When asked about the property’s USP, Bhardwaj said, “Coke Studio @MTV has allowed us artists to treat the platform as our own. It has also helped popularise folk as well contemporary music through fusion. Every episode will feature a single song and will allow us to take our own interpretation to the audiences.”

  • Coca-Cola teams up with IPTL as title sponsor

    Coca-Cola teams up with IPTL as title sponsor

    MUMBAI: The upcoming International Premier Tennis League (IPTL) has got a title sponsor in Coca-Cola.

     

    The brand which is associated with large sporting events ranging from the Olympic Games, FIFA World Cup, NASCAR, NBA etc is now making a foray into tennis through the tennis league.

     

    In its capacity as title sponsor, the cola company will undertake a series of initiatives to engage with tennis fans across the globe. These include a special promotion to select three lucky fans to be the ‘Coin Toss’ boys/girls for three matches.

     

    It will be adopting IPTL’s special competition feature called the Happiness PowerPoint, which will allow each team to call for a Happiness PowerPoint once in each single-set match. Upon winning the point, a player trailing 15-0 will directly get to 15-30 by winning the ‘Happiness PowerPoint’ and lose a point upon losing the Happiness PowerPoint. In case the score is tied at the end of five single-set matches, a seven point men’s singles shoot-out will be played and the result will count as a game point won.

     

    Coca-Cola India vice president marketing and commercial Debabrata Mukherjee said, “Our purpose of associating with the IPTL is twofold. On one hand, it will allow millions of passionate tennis fans to enjoy their favorite sport and also witness some of the world’s most iconic tennis stars display their skills. On the other hand this initiative will serve as a perfect platform to launch a ‘Culture of Tennis’ in India. The initiative will provide great impetus to the youngsters of today who will get inspired by some of the world’s most accomplished and inspirational tennis stars to take up the sport”.

     

    IPTL founder Mahesh Bhupathi commented, “I welcome Coca-Cola to the IPTL family today. We’re excited to present the Coca-Cola International Premier Tennis League to the growing base of tennis enthusiasts across the world and look forward to providing to them superior recognition and visibility among fans internationally.”

     

    In its inaugural season, the multi-million dollar tennis league will feature top stars such as Roger Federer, Novak Djokovic, Andy Murray, Serena Williams, Maria Sharapova and others playing for four franchises in India, Singapore, Philippines and the UAE.

  • Aligned with 2020 vision, Coca Cola launches Zero

    Aligned with 2020 vision, Coca Cola launches Zero

    MUMBAI: Continuing the expansion of the its product portfolio, the beverage giant Coca Cola India unveiled yet another strategic bet in its journey to achieve its 2020 vision, by launching Coca Cola Zero.

     

    With its launch in the national capital, the Coca Cola Zero brand is now available in all the top six markets of the Coca-Cola Company, the others being USA, Mexico, China, Brazil and Japan.

     

    The sugar free soft drink was launched by Farhan Akhtar, Olympian luger Shiva Keshavan, fashion designer Sabyasachi Mukherjee and fashion photographer Atul Kasbekar.

     

    In another first for the Company, the entire launch event was broadcast live on www.coca-colaindia.com and fans of Coca Cola Zero joined the launch conversation on twitter and facebook with the #cokezero.

     

    Speaking at the launch Coca Cola India and south west Asia president Venkatesh Kini said, “As we move towards the halfway mark of the decade, it is important we add offerings to our portfolio even as we nurture the existing brands.” After October 5, Coca Cola Zero will be available across the top 100 towns in India in 180,000 outlets.

     

    “Coca-Cola Zero comes at a time when Coca Cola classic has established itself and the new product therefore, complements the company’s sparkling portfolio,” he added.

     

    Coca Cola India marketing VP Debabrata Mukherjee said, “To ensure that consumers get their first taste of Coca Cola Zero, we will be sampling more than 1.5 million packs of the product in the next four months. We also have a strong communication plan which includes digital media, television and print campaigns.”

     

    The company sells a variety of both carbonated and non-carbonated drinks in India, including Coca Cola, Thums Up, Sprite, Maaza and Minute Maid.

     

    The Coca Cola system is innovating with new channels to build preference and anticipation for the beverage prior to the national, on ground, roll out. Initially, the new product will be available on the growing online portal Amazon India as well as modern retail outlets, starting with the Reliance Retail chain. Besides, it would also be first made available to various partners like low cost carrier IndiGo, quick service restaurant chain Subway and INOX Leisure. Coca Cola’s own portal www.Coke2Home.com will also be listing Coca Cola Zero after 15 days of launch at Amazon.

     

    Talking about Coca Cola’s latest innovation, INOX Leisure CEO Alok Tandon said,” The entire movie experience in multiplexes like INOX seems to have graduated to another level. The choice of snacks, beverage options, pre-screening and post screening experience has seen a sea change over the years.”

     

    “I guess the one thing that has remained constant though, is Coca Cola as a part of the movie going experience. We are happy to know that consumers can now choose the zero sugar option also along with the regular Coca Cola,” he added.

     

    Coca-Cola Zero is one of the $17 billion brands of The Coca Cola Company in revenue terms and is one of the fastest to this milestone. It was first launched in 2005 and is now available in 149 countries including India.

     

    Elaborating on the product attributes, Mukherjee reckoned, “Coca Cola Zero is a part of our global Red-Silver-Black model on Coca Cola Trademark. It has done well in matured as well as emerging markets, across the globe. We expect that Coca Cola Zero will hit all the right notes with consumers in India.”

     

    In 2012, Coca Cola, along with its partners, had announced to more than double investments in India to US $5 billion (about Rs 28,000 crore) by 2020.

     

    Talking about their 2020 vision Kini said, “Atlanta-based beverages giant remained committed towards the US $5 billion investment in the country till 2020 and was happy to say that they were on track for the investment.”

     

    Coca Cola Zero will be available in 300 ml slim cans, 400 ml PET bottles and 600 ml PET at the same price points as regular Coca Cola. For instance in Delhi, the MRP of a 300 ml can will be Rs 30 while that of a  600 ml PET will be Rs 35.

  • Thums Up-Being Human VEER Campaign in partnership with CNN-IBN & AIF

    Thums Up-Being Human VEER Campaign in partnership with CNN-IBN & AIF

    MUMBAI: Thums Up-Being Human campaign VEER, in partnership with CNN-IBN &American India Foundation (AIF), has already managed to collect INR 50 lakh in donations, a landmark feat after just one month of its launch. The campaign, which was launched on January 24, had set out to raise at least INR 75 lakhs to make 1,000 people with disabilities employable.

    Since the launch of VEER, CNN-IBN and IBN7 have showcased inspiring stories of people with disabilities (PwDs), who despite various obstacles have managed to achieve success and earn people’s respect. These stories have touched people across India, many of whom have come forward to support the cause. Also, these channels have carried candid and detailed discussions on issues related to disability, which have spread nationwide awareness about this cause.

    Now in its second month, the VEER campaign aims to meet its target and help PwDs get the necessary skills and training.

    Alvira Khan on behalf of Salman’s Being Human foundation, said, “We at Being Human-the Salman Khan Foundation thank all those who have supported the Veer initiative. We hope the campaign continues to grow in strength.”

    Rajdeep Sardesai, Editor-in-chief, IBN Network, said, “We would like to thank all those individuals and groups who have helped us reach this landmark of INR 50 lakh. We believe that people will continue to support this campaign and help us achieve success.”

    Debabrata Mukherjee, VP-Marketing & Commercial, Coca-Cola India said, “Thums Up as a brand believes that every one of us has the potential that just needs to be unleashed. We came up with ‘Veer’ to offer people with disabilities a platform to unleash their potential. With support from our partners and donors, we are glad to announce that we have raised INR 50 lakh within a month.”

    Dr. Hemanth Paul, Country Director, AIF, said, “As an NGO that has been working on the whole livelihood space for the last eight years, the Veer campaign aimed at raising funds for the empowerment of persons with disabilities and getting them an equal stature in the society. We cannot thank our supporters enough for the help that they have extended. There is much more to do before we reach out target, but the response that we have received so far is an assurance that the initiative will definitely be a success.”

    The series has been running in conjunction with digital platforms. A dedicated call centre- 0120-4019191, a website – www.theveer.in, and a mobile app – VEER has been set up to enable people to make contributions. One can also send an SMS, ‘VEER’ to 51818 to know more about the initiative and make individual donations.

     

  • Farhan Akhtar and Deepika Padukone celebrate the little joys of life with Coca-Cola

    Farhan Akhtar and Deepika Padukone celebrate the little joys of life with Coca-Cola

    MUMBAI: This New Year, the brand universally synonymous with happiness, Coca-Cola,gives a refreshing new twist to ‘Open Happiness’ and urges consumers to revel in the joys of life- big and small. The new campaign ‘Choti ho ya badi, har khushi mein Coca-Cola’, featuring the country`s heartthrobs and youth icons Farhan Akhtar and Deepika Padukone seeks to embrace and celebrate all the little moments of happiness that life throws up.

     

    This campaign is another step in the company’s journey of taking Coca-Cola where it really belongs – the masses, the people at large. Coca-Cola’s great refreshing taste, its values; all resonate across the length and breadth of the country. This initiative is directed at helping the country’s fastest growing soft drink brand, Coca-Cola, tostay firmly on its course to the company’s Vision 2020.

    The new campaign, which brings together Farhan and Deepika for the first time for a television commercial, spreads the Coca-Cola promise of happiness through a series of delightfully charmingads directed by the celebrated Anurag Kashyap. The campaign sees the two actors liven up the screen with their chemistry and engaging interactions in some everyday situations which have them cherish and rejoice the little joys of life with a bottle of refreshing Coca-Cola.

    Speaking on the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, Choti ho ya badi, har khushi mein Coca-Cola’, we have translated the brand’s happy energy into a series of commercials which capture the essence of finding moments of joy in our day to day lives. The language is very colloquial; the situations are every day, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple – celebrate your moments of happiness, small or big, with a bottle of Coca-Cola”.

     

    He further added, “We are very happy to have both Farhan Akhtar and DeepikaPadukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of “everyday people” with great ease. They are great role models and very inspirational for millions across the country”

     

    Speaking about the campaign, newly appointed Coca-Cola brand ambassador, Actor Deepika Padukone said, “When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Brand Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful. Values which each and every individual in any part of the world will identify with. I am glad to play my part in delivering Coca-Cola’s message of ‘Happiness’ to one and all in a very ‘Refreshing’ and engaging manner”

     

    Speaking about his experience and association with Coca-Cola, Farhan Akthar said “What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character. A campaign which will connect with the way people including my fans, far and wide, celebrate their moments of happiness – big or small. All in all, just like Coca-Cola, it has been a very ‘refreshing’ experience.”

     

    Anurag Kashyap who has directed the campaign, said, “The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy no matter how big or small. I loved the concept of taking the cosmopolitan and undoubtedly glamorous icons such as Deepika and Farhan and putting them in extremely rustic scenarios that appeal to masses across the country.The campaign is very fun, happy, and bubbly, just like the effervescence unique to a Coca-Cola. Coca-Cola has given us some iconic campaigns in the past that I have thoroughly enjoyed I hope this campaign receives the same appreciation.”

     

    The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been produced by Producer Guneet Monga’s Golden Gaddi Films and directed by acclaimed director, Anurag Kashyap. The music of the campaign has been created by Mikey McCleary and Vishal Khurana.

     

    In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including  out-of-home (OOH) media, digital, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.

     

    Commenting on the Campaign, Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India says, “The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in small town or a metropolitan city you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It’s this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors that have captured the imagination of the whole country essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city. “

     

    Coca-Cola 2014 Thematic TVC- Feat Farhan Akhtar and Deepika Padukone

  • FANTA brings its quintessential Play to Snack time

    FANTA brings its quintessential Play to Snack time

    MUMBAI: Snack time will never be the same again as India’s favorite orangey soft drink, Fanta, brings a playful proposition to snack times everywhere! In its latest communication campaign – “Snack-time Fanta-Time”, the brand adds a zing factor to snack time with “orangey Fanta time”, showing a group of youngsters enjoying a snack together with a bottle of the “orangey” drink. For the first time ever, the playful Fanta animation, characteristic of the brand’s advertising, has been produced in India with the introduction of a new Indian Fanta Character, the ‘Mom’.

     

    Speaking on the launch of the campaign, Debabrata Mukherjee, VP – Marketing & Commercial at Coca-Cola India & SWA, said, “Snack times are moments full of play and fun energy that represent brand Fanta. Our global body of work on Fanta ‘Play’ has been appreciated world over and this year; we have taken the core proposition further by building in local consumer insights set in the Indian context. When you think of brand Fanta, the first thing that comes to mind is its great ‘Orange’ taste and with this campaign we are adding a little more fun and play to snack times with the invigorating Fanta spirit.”

     

    This year, the brand focuses on the fact that Fanta is the top most preferred and enjoyable beverage with snacks. The campaign brings alive the strong tingly craving that the consumers have for the orangey, bubbly taste of Fanta along with their special snack time of the day. The new campaign will reach out to the consumers through an array of touch points including television ads, outdoor, radio, activation and social media.

     

    The new campaign has been conceptualized by Ogilvy & Mather led by Ajay Gahlot, Executive Creative Director; Shailendar Mahajan, Senior Creative Director and Riazat Khan, Creative Director and produced by Nomad Films (For Animation). The lyrics have been written by Amitabh Bhattacharya and music composed by Vijay Antony. With its upbeat and playful tempo, the jingle has been rendered into seven languages including Tamil, Kannada, Telugu, Punjabi, Hindi, Marathi and Gujarati

     

    Storyboard of the Ad
     

    The visual story brings out how the taste of Fanta fuels the energy levels and brings in the element fun and play. The 3D animated film features the exuberant, bubbly characters sitting on dining table and looking bored. In comes, an Indian “Fanta Mom” character, and she opens a bottle of Fanta.  Suddenly the moment is transformed into a more playful zone. The mother herself initiates “Play” in her children’s lives by tossing a “murukku/chakli” across like a flying saucer. After that the commercial goes into a playful space with the Fanta animation characters (popularly known as the Fanta ‘Crew’) making each other giggle with playful goofiness. The commercial ends with everyone drinking Fanta at a much more playful and bonded table.

    Speaking about the campaign Ajay Gahlaut – Executive Creative Director, Ogilvy & Mather said, “Fanta is a brand that offers a lot of creative fulfillment. This time around, it was even more exciting. We got an opportunity to produce a TV commercial with the famous Fanta characters to suit Indian sensibilities. Overall, it was an amazing experience and a pleasure to produce the new Fanta ad. The creative manifestation is in perfect sync with the brand idea. Vijay Antony, known for the popular song Nakka Mukka, has composed the music for the Tamil as well the Hindi jingle. It is energetic & peppy like all the previous Fanta jingles. It will surely gain popularity”.

    Speaking about creating the Fanta animation in India for the first time, Amitabh Bhattacharya, Executive producer, Nomad Films said, “At Nomad, we have always been very proud of what we have done for Fanta. An animation script of Fanta is probably the highest point in the history of Nomad. Creating the Fanta animation in India for the first time along with the all new, Fanta ‘Mom’ character was a great creative experience and we are happy with the piece of work we have managed to put together”.
     

    The Fanta message for all moms is to create more Play at home and what better moment than ‘Snack Time, Fanta Time’