In an effort to drive up its cola sales this summer, soft drinks major Coca-Cola India said on Friday it is bringing a new global campaign that is likely to take off very soon. The company said it is launching its new television commercial in India as part of the 'Brrr' campaign, which has run in around 41 markets across the globe.
The Indian version will feature Bollywood actor Imran Khan.
"We are coming up with our latest campaign called 'Brrr'.
"Through this campaign, we are giving the whole experience of having an ice cold drink.
The campaign has manifested the spontaneous experience of consumers when they have it," Coca-Cola India brand director (Coca-Cola and Trademark)
Avinash Pant told PTI.
The company said apart from the television commercial, it also plans to take the new communication to other media as well, including radio, Internet and other outdoor campaigns like experimental sampling across the country.
"Through the campaign we will reach out all the touch points in the country. We expect significant return out of it this summer," Pant said.
He, however, did not provide details of the investment involved in the new project and how much the company expects in terms of sales this summer.
