Coke take'Oye Bubbly' head on Mannu Bhabi

Coke takes 'Oye Bubbly' head on, unveils 'Thanda' sequel
Pressured by the recent release of Pepsi's 'Oye Bubbly', Coca-Cola India has now unveiled its new sequel to the 'Thanda series' with a new ad campaign. In it Aamir Khan adorns two avatars, the first time the Bollywood icon will be seen in a double role in a commercial. The TVC is being launched in a tele-serial format and is expected to give the consumers a dramatic yet pleasant surprise.

Says newly appointed Coca-Cola India vice president marketing Vikas Gupta, "The ad campaign has a new concept. It looks at strengthening Coca-Cola's market share in the home consumption segment, which accounts for over 30 per cent of the total soft drink market in India. The ad campaign reiterates that Coca-Cola is a beverage enjoyed by all age groups."

The new Thanda ad takes a typical situation inside any Indian home. Aamir Khan plays an NRI (Non-Resident Indian) who has come to meet the daughter of the family for marriage. The ensuing interactions not only reinforce the fact that Coke is the real Thanda (soft drink or cold refreshment), but also delves into consumer insights of how Coke plays a part in everyone's lives.

The other role Aamir Khan plays is that of typical Indian housewife 'Manno Bhabhi' – daughter-in-law of the house.

The TVC, conceptualised and scripted by Prasoon Joshi of McCann Erickson and directed by Abhijeet Chaudhuri of Black Magic Productions, launched nationally today.