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| Fanta defines new way to do shararat | | | Early Times Reporter
Jammu | Sep 21
Fanta, orange flavored soft drink today announced the launch of its new integrated marketing communication campaign ‘Ghoonth Bhar Shararat Kar Ley’ featuring the sensational super-star and Fanta Brand Ambassador, Trisha. The campaign is targeted towards the youth, who believe in giving their best & seek fun and enjoyment in everything they do. The new campaign showcasing Trisha in an all-new mischievous ‘avatar’ will hit leading TV channels nationally in the 4th week of Sep, ’07.
According to Venkatesh Kini, Vice President, Marketing, Coca-Cola India, “The latest Fanta campaign showcases how a bottle of Fanta brings ‘Masti’ to the fingertips of consumers with a burst of Orange flavor. Fanta has already created a unique place in the minds of the consumers with its distinct ‘Bolder’ taste experience and the launch of this initiative will further strengthen it’s connect with the consumers.”
The latest marketing initiative, conceptualized by Ogilvy & Mather captures the fun and mischief in every moment of life. The campaign depicts how a sip (ghoonth) of Fanta can turn a quiet and lackluster gathering into a musical & a youthful party. In-addition to leveraging mass media, the integrated communication plan for Fanta is also complimented by a range of on ground initiatives. This includes road shows and contests across all key markets as a part of consumer activation program.
The film captures the transition of a monotonous surrounding to a lively & youthful ambience with a punch of Fanta. As soon as Trisha takes the first sip (ghoonth) of Fanta, the lull amongst the young crowd converts into a magical exuberance! Trisha turns the quiet and boring outdoor gathering into a musical, youthful party just by a flash of Fanta. A gush of orange flavour from Fanta revives the lost zeal in an instant, and everyone comes back in the joyous & mischievous mood.
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