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Coca Cola has launched a communication programme for 2007 summer based on the theme Sabka Thanda Ek.
It has been designed to build the Coca Cola brand beyond refreshment and highlight higher emotional benefit by establishing it as the universal choice.
In addition, the company also plans to leverage the internet by building and promoting online communities, including www.myenjoyzone.com, which is a one-stop interactive, online destination for Coca Cola consumers in India.
The new TV commercial features Aamir Khan. The campaign has been conceptualised by Prasoon Joshi, chairman and national creative director of McCann Erickson.
Soft drinks, hard truths
