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| "Coca-Cola Machaye Dhoom" | | MEGA Consumer Initiative Launched With Hrithik Roshan Starrer Dhoom:2 | |
New Delhi, Nov 20
For all you DHOOM and Coca-Cola fans, here's
an opportunity to get Up, Close and Personal with DHOOM:2. As part of its
association with Dhoom:2 (D2), Coca-Cola has been made available in special
edition "Coca-Cola-Dhoom:2" bottles. The innovatively branded bottles have
been launched in 500 ml + 100 ml PET range for a limited period across the
country. The first of its kind bottles sport a special label with images of
Hrithik Roshan, the latest Coca-Cola brand ambassador along with the rest of
the film cast emblazoned on it. The launch of the special edition bottles
has been timed one week prior to the opening of the movie on 24th Nov '06.
The initiative is further backed by the launch of a mega consumer engagement
program. It includes Coca-Cola consumers being able to download
exclusive D2 ring tones, composed by Pritam the music director of the movie.
In-addition, Lucky Coca-Cola consumers also have a chance to win loads of
special prizes, including the complete D2 gear as sported by Hrithik,
Aishwarya, Abhishek, Bipasha and Uday Chopra in the movie.
According to Venkatesh Kini, VP-Marketing, Coca-Cola India "The launch of
the innovative Coca-Cola-Dhoom:2 special edition bottles is all about adding
excitement into the lives of Coca-Cola consumers. The first of its kind
initiative is part of an integrated communication program, backed by a range
of interesting consumer engagement initiatives. The entire consumer connect
program has been designed keeping in mind the taste and aspirations of the
ever growing base of Bollywood movie buffs." |
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