Coca-Cola India has kicked-off its summer campaign in style, lining up a slew of advertising campaigns and bringing back actor Aamir Khan in a new TV commercial.
"Our association with Aamir Khan continues and he will be back soon," Vikas Gupta, vice president, marketing, Coca-Cola India told PTI.
Aamir Khan has been featured in over six TV campaigns of "Thanda Matlab Coca-Cola". In continuation with that concept, the new TV ad is likely to come on air in the first week of April.
This summer, the company is concentrating in expanding the brand communication of all its products.
"We will spend enough this year to reach out to all our customers. Apart from mass media advertising, we are doing a lot of promotional events on-ground," Gupta added.
The company started with a new 'Thums UP' campaign featuring its brand ambassador Akshay Kumar. It is also taking the 'Thums Up Challenge' contest to 500 towns across India. The winner of the contest will be taken to the base camp of Mt Everest in addition to winning a big cash prize.
Limca has also been repositioned recently with a new TV campaign and a new tag line "Mazza Taazgi Ka".
"New campaigns of Sprite, Maaza and Georgi Coffee will also be launched soon. We want to promote all our products backed by both mass-media and below-the-line activities," Gupta said.
In the carbonated soft-drink market in India, Thums Up is the highest selling product, followed by Pepsi and Coke.
"Andhra Pradesh is our largest market across product portfolio contributing 20 per cent to our total sales. Sprite is our fastest growing brand, which grew by 65 per cent last year," Gupta said.
