Fanta's integrated brand communication efforts to leverage 360 degree media platforms

Re-introducing the elements of fun and masti in the lives of consumers, Coca-Cola India has launched an integrated communication program for brand Fanta, country's largest-selling orange-flavored sparkling beverage. The 360-degree initiative under the aegis of Fanta "Zyada Fanta, Zyada Masti' is in line with the core brand image of Fanta - inviting consumers to make their lives a lot less serious and a lot more fun!! The campaign has been launched with a complete bold and distinctive new look (visual identity system), which would be featured on all Fanta executions including a complete packaging re-launch. The campaign is supported by a fresh 3D animated film, featuring exuberant, bubbly characters called the 'Fanta Crew'. To deliver the strategic messaging, a range of integrated communication program including Mass Media Advertising, Out-of-Home Media, radio, digital, interactive consumer road shows has been rolled out across all key markets.

The latest summer campaign focuses on building a stronger connect with the youth, who are always on the lookout for innovative and high impact experiences. The strategic initiative brings out the visual distinctiveness of Fanta through clutter-breaking visuals and captures the mischief and humor in every moment of life, with the unique Fanta twist of fun. The new campaign ingeniously uses 3D animation to get the desired look and feel and at the same time adds a new dimension, making it more appealing. As a part of the initiative, the Fanta Crew characters will bring alive the Fanta's message on TV, Outdoor, on-ground and will interact with select consumers at key hotspots and lucky consumers at their homes!

According to Srinivas Murthy, Marketing Director-Flavours, Coca-Cola India, "Brand Fanta is known for its distinct "Orangy' taste and for providing fun-filled, exuberant experience to all its consumers. After realizing that the consumers today have forgotten how to have fun amidst several tensions and are unable to strike a balance between school ,career, friends, family and oneself, Fanta decided to re-introduce the elements of fun and masti in their lives through the latest campaign. 'Zyada Fanta , Zyada Masti' communication showcases that it is important to see the fun, exciting & and playful side of life every now and then. I am confident that the consumers will connect with the latest communication and find it appealing."

The 360-degree communication program involves the roll out of a range of initiatives such as out-of-home (OOH) media, radio, internet and on-ground activation. Conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather Private Limited and his team , the 'Zyada Fanta, Zyada Masti' animation film has been executed by New York based agency, Psyop (Director: Marco Spier, Marie Hyon, Gerald Ding, Producer: Nathan Jew). The mischievous and infectious background score has been compiled by music composer Amit Trivedi and lyricist Amitabh Bhattacharya of'Dev D/No One Killed Jessica' fame.

The latest communication is in form of fresh 3D animated film featuring exuberant, bubbly characters called the 'Fanta Crew'. The TVC opens with a teenage girl sitting in a park, drinking Fanta and enjoying the day. She takes a sip of her Fanta, post which her vision of the world undergoes a transformation. When she looks through her Fanta bottle, all the people around her seem to be in a more playful mood, while the whole park is transformed ' the trees, grass, sun, everything is bright, bold and orange. The TVC ends with people playing in the foreground, and the whole place seems more playful.

Speaking about the 'Zyada Fanta , Zyada Masti' campaign, Ajay Gahalut, Group Creative Director, Ogilvy & Mather says, " The new campaign is indeed very different from what we have done in the past. The latest campaign is infused with elements of fun and masti which is line with brand Fanta's powerful new philosophy. We went with Amit Trivedi and Amitabh Bhattacharya as they are well attuned to the pulse of today's youth. Together we have come up with a jingle which is infectious, mischievous and we are confident it will be a 'Hit'. The entire campaign has also been executed beautifully and we are sure that everyone will find it appealing"