Financial Daily from THE HINDU group of publications
Thursday, Dec 19, 2002
Financial Daily from THE HINDU group of publications Thursday, Dec 19, 2002 |
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Marketing
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Advertising Coca-Cola may dump Life ho to aisi campaign — Thanda matlab rural campaign top draw in urban areas too Boby Kurian
A still from Thanda Matlab TV commercial.
BANGALORE, Dec. 18 COCA-COLA India is likely to discontinue its Life ho to aisi commercial in the wake of the phenomenal response to the Thanda matlab campaign featuring Aamir Khan. Speaking to Business Line, Mr Shripad Nadkarni, Vice-President (Marketing), Coca-Cola India, said the Life ho to aisi campaign would be rolled into the new Thanda campaign which is scheduled to break sometime early next year. The Life ho to aisi commercial, featuring Aishwarya Rai, has remained off air for sometime now. Mr Nadkarni did not divulge more on the new commercial and it is also not clear whether Aishwarya Rai features in it. It must be mentioned that Coca-Cola's Life ho to aisi campaign targeted India A (urban India), while Thanda matlab which came later was expected to appeal to India B and drive cola penetration in the rural and semi-urban pockets in the country. In fact, Mr Nadkarni's statement that the company may discontinue the Life ho to aisi plank came soon after he told an audience at Brand Storm, a seminar on brand building organised by communications consultancy Brand-comm, that Thanda matlab has given Coca-Cola a new language in the Indian soft drinks market. Mr Nadkarni said the appeal of the Thanda campaign cut across market segments and evoked a great deal of response even from the metro markets, of course, aided by some degree of "reverse snobbery". The performance of the brand improved at least two share points upwards every month in comparison with the last year. This is significant as one share point gain in the soft drinks market could mean netting an additional Rs 60 crore in revenues, he added. It is learnt that Coca-Cola's share in consumer preference across outlets has also shown a significant improvement in the course on the current year. Meanwhile, Coca-Cola's orange drink, Fanta, would air a new national commercial featuring Rani Mukherjee next year. It will be based on the insights gained by the company through a Tamil commercial featuring leading south Indian actress Simran, which dwelt on women as a distinct and important consumer category in the orange drinks market.
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