Coca-Cola Adds Two More Ad Campaigns

Beverages major Coca-Cola has added two new commercials to its basket in India, based on its new international baseline launched earlier this year.

The new campaigns, featuring Bollywood stars Aamir Khan and Hrithik Roshan, replaces the earlier baseline of 'Jo Chaho Ho Jaaye, Coca Cola Enjoy' with 'Life Ho To Aisi'. The earlier baseline was created two years back.

Unveiling the new commercials to the media, Shripad Nadkarni, vice-president (marketing) Coca-Cola India, said: 'The new commercials is based on our international baseline 'Life tastes good' and carries the same thought and convey the same values, but are expressed in an Indian way."

The latest campaign is all about the small moments in life such as emotions, human relationships and so on.

Coca-Cola is the largest non-alcoholic beverage company in India with a 58.4 per cent share of sales in year 2000. Coca Cola India expects to breakeven this year after an 8-year stint in country and has targetted a turnover of Rs 4,000 crore. The US multinational returned to India in October 1993, after a gap of 16 years.

The company has been through a controversy of sorts with the Union government turning down its plea of deferring its initial public offering in India later next year. The company wanted a reprieve till it was in a position to wipe out all its losses before the IPO.