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Coca-Cola Zero launches YouTube campaign featuring Farhan Akhtar
MUMBAI: Coca-Cola India is all set to launch a campaign for Coca-Cola Zero in India, featuring Farhan Akthar.
As part of an innovative campaign launch strategy, the brand is being introduced to the consumers through two different pieces of communication—a film and a TVC. The film featuring brand ambassador Farhan Akhtar has been produced exclusively for the digital platforms. This will be complemented by a 15-second TVC on 1 November 2014.
The campaign unfurls a strategy by premiering a brand campaign on YouTube. The target audiences for the brand are the young global Indian on the go with technology at their fingertips.
Hence, the strategy has been to build communication most accessible to this demographic, yet delivering the core brand proposition of ‘Great Coke taste Zero Sugar’.
Coca-Cola India VP marketing and commercial Debabrata Mukherjee said, “What makes Coca-Cola Zero unique is that it offers great Coke taste with zero sugar. But one has to actually taste it to believe it and this is what we are communicating through the latest brand campaign. Staying true to the authentic distinct character of Coca-Cola Zero, we decided on producing and premiering a special long-format campaign on YouTube as that is the platform we see our core consumer connected with. Following this, we have a short intrinsic film which invites consumers to experience the product and enjoy the classic taste of Coca-Cola in the new avatar.
“With this campaign, our association with Farhan continues and we are happy to have him as the face of Coca-Cola Zero in India. Farhan represents the new global Indian, a well-travelled yet rooted individual who is confident of his choices. These attributed deem him a perfect fit for our brand.”
Akhtar said, “Coca-Cola Zero to me is the perfect symbol of the new Indian—young, global, aspirational and at the same time classic at the core. These are attributes that define the new global Indian and as a brand, that’s what spoke to me. Coca-Cola has always been synonymous with innovative marketing and the idea of doing a film specifically for YouTube was very exciting. The digital space is seamless and as an actor knowing that my work is reaching viewers across the globe is quite fulfilling.
“Additionally, as a consumer, I enjoy the product immensely and one of the main factors driving this is that Coca-Cola Zero doesn’t compromise on the classic taste despite having zero sugar. The campaign translates this simple quality into a beautiful film and I thoroughly enjoyed being a part of it.”
ESP Films producer Vineet Gupta said, “Coca-Cola Zero is an international favorite that has already created quite a stir in the Indian market. Hence, we wanted a campaign that retains its international aura and gives the Indian audience a campaign of global standards. The product is the hero and hence the ad is aimed at highlighting the same. Making a film specially for YouTube was quite an interesting experience since it speaks to an audience across demographics. Having Farhan Akhtar spearhead the campaign elevated the entire film and I hope the consumers enjoy the film as much as we liked making it.”