Based on the theme "Sabka Thanda Ek," the campaign has been designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together.

As part of the integrated communication plan, a range of initiatives including mass media advertising and leveraging the digital space like the internet are being rolled out. The new TV commercial will feature Aamir Khan (Coca-Cola brand ambassador) in a new avatar.

In the ad, which is conceptualized by McCann Erickson chairman and national creative director cum lyricists Prasoon Joshi, Aamir appears as a no nonsense attendant traveling in a train, connecting consumers with Coca-Cola.

To extend the reach and appeal of the new summer campaign, the company also plans to leverage the internet by building and promoting online communities. The strategy includes leveraging www.myenjoyzone.com - the interactive destination for Coca-Cola consumers. To compliment, the entire brand messaging process, range of on the ground initiatives including road shows and contests across all key markets are also being rolled out.

Coca-Cola India vice president marketing Venkatesh Kini said, "Over the years we have made 'Thanda' and refreshment synonymous with Coca-Cola. The new campaign 'Sabka Thanda Ek' strengthens the universal appeal of the brand amongst consumers. It offers a higher order of emotional benefit of bringing people together. And who else to better communicate this message, but our brand ambassador Aamir Khan, in a never been seen appearance."

Joshi adds, "The sheer power of the Coca-Cola brand lies in its universal appeal. The creative challenge was to come up with a campaign which clearly brings out this universal appeal. While doing so, care was needed to be taken to ensure a higher order of emotional benefit for the consumer. The Sabka Thanda Ek, campaign captures...