New Delhi: Coca-Cola India is all set to launch an integrated communication programme for its orange brand Fanta.
The 360-degree initiative featuring Fanta brand ambassador actress Genelia D'Souza is supported by both above and below the line initiatives under the aegis of Dikhao apne asli rang (show your true colours).
The new initiative showcasing Genelia at her mischievous best, reflects the fun-loving and playful attitude of today's generation, which is always on the look out for innovative and exciting experiences.
The strategic initiative brings out the visual distinctiveness of Fanta through clutter-breaking visuals and captures the mischief and humour in every moment of life, with the unique Fanta twist of fun.
''Brand Fanta is known for its distinct 'orangy' taste and for providing fun-filled, exuberant experience to all its consumers," says Srinivas Murthy, marketing director, flavours, Coca-Cola India. "The latest Fanta campaign showcases how a bottle of Fanta brings out the playfulness in oneself and converts a tricky situation into magical exuberance, letting one to spread fun amongst everyone around.
Fanta has already created a unique place in the minds of the consumers with its distinct 'Holi' taste experience and the launch of this initiative will further strengthen it's connect with the consumers.''