Coca-Cola banks on stars to power TVCs

<p>NEW DELHI: Coca-Cola India has launched its festive season </p><p>television effort, featuring two of the country's biggest stars in </p><p>modified versions of its global "Life tastes good" campaign. </p><p><BR><BR> </p><p>Timed for this month's Deepavali, the festival of lights, the TVCs show </p><p>Hrithik Roshan and Aamir Khan as "real people", experiencing the hiccups </p><p>of daily life and then kicking back to enjoy a Coke. </p><p><BR><BR> </p><p>Arvind Mohan, planning director of McCann-Erickson India, said the </p><p>campaign associated the brand with "real life moments and about making </p><p>each day wonderful". </p><p><BR><BR> </p><p>Instead of the "Life tastes good" tagline, the brand built its India </p><p>campaign around the "Life to be like this" premise. </p><p><BR><BR> </p><p>"The new campaigns convey the same thought and values of the brand, but </p><p>expressed in an Indian way," said Shripad Nadkarni, Coca-Cola India's </p><p>vice-president for marketing. </p><p><BR><BR> </p><p>In the first TVC, Aamir opens a bottle of Coke while watching a </p><p>Coke-sponsored cricket match. But he is disturbed by a screaming couple </p><p>arguing in the next apartment. </p><p><BR><BR> </p><p>With his bottle of Coke, he sneaks into their home and drops two "sorry </p><p>notes" purportedly from each of them for the other. </p><p><BR><BR> </p><p>On his return, he finds that he has forgotten to bring his Coke bottle </p><p>back with him. While opening another bottle, Aamir draws satisfaction </p><p>from knowing that the couple have made up. </p><p><BR><BR> </p><p>In the second TVC, Hrithik and his film crew stop in a village after </p><p>their vehicle has broken down. India's latest hearthrob mingles with the </p><p>villagers, who fail to recognise him. He offers them a Coke, dances with </p><p>the younger villagers before the TVC ends with the villagers suggesting </p><p>that he become an actor. </p><p><BR><BR> </p>