Coca-Cola India has roped in Bollywood actress Genelia D’Souza as brand ambassador of its newly lauched cold-drink, Fanta Apple.
Venkatesh Kini, VP-marketing, Coca-Cola India, said, “Apple is one of the most preferred fruits in the country. This product has been developed specially for Indian palates. The launch of Fanta Apple is a step towards strengthening the company’s market leadership in the fruit flavored sparkling drink segment.”
As a part of its marketing initiative, Coca-Cola India has launched a new television campaign with the tagline, ‘Go bite’. Conceptualised by O&M, New Delhi, the film has been directed by Bauddhayan Mukherji of Little Lamb Films.
The TVC shows Genelia D’souza enjoying an evening at a party. However, her enjoyment is short-lived as she gets perturbed by an aunty who rushes up to her with yet another suitable match. Genelia gets irritated and wants to get rid of the aunty. That’s when the host of the party offers her Fanta Apple. After the drinking Fanta, Genelia plays a prank on the aunty and finally the Aunty runs away. At the end Genelia says ‘Go bite’.
Apart from the TVC, the product will be further promoted through OOH and road shows including extensive experiential sampling sessions in markets, offices, malls and colleges.