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Coca-Cola India rolls out multi-media campaign with Sidharth Malhotra

MUMBAI: Soft drink brand Coca-Cola India has launched the local rendition of its new global campaign in India – “Taste the Feeling”.

The campaign seeks to remind the consumers of the happy and joyous moments that a chilled and effervescent Coca-Cola bottle brings to their life.

The new Coca-Cola TVC launched in India features Bollywood superstar Sidharth Malhotra enjoying the feeling of sipping Coca-Cola. The campaign has been rolled out in India on 11 March on various platforms across key markets and will come to life through a number of elements.

The campaign has a strong TV presence across Hindi and regional channels. It will also have integrations across Indian Premier League (IPL) matches. There will be a thematic OOH campaign after three years on brand Coca-Cola across 10 key cities at different locations. The company has also put the campaign on owned social assets and conversations through brand advocates and influencers.

Coca-Cola has launched the ‘Taste the Feeling’ campaign as their first global campaign in seven years. For the same, the brand has united Coca-Cola, Diet Coke, and Coca-Cola Zero under the iconic Coca-Cola brand positioning in one global creative campaign. The One brand strategy positions Coca-Cola as an iconic brand that highlights the company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet.

The TVC featuring Sidharth Malhotra emphasises on storytelling and celebrating everyday moments. Entering a supermarket, Sidharth romances the feeling of drinking Coca-Cola which catches the attention of the female cashier. Watching Sidharth enjoying his ice cold Coca-Cola, the cashier gets lost in her thoughts and gets caught off guard when Sidharth comes in front of her. To cover up she spontaneously tells him that he is their lucky customer and has won a Coca-Cola with the condition that he has to drink it there itself. As Sidharth gulps his Coca-Cola, the cashier continues to watch him in awe.