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Fanta unveils its latest communication campaign "Taste that makes you jump'

Inviting everyone to "Jump' with the delectable taste of India's favorite orange flavored soft drink, Coca-Cola India tomorrow launched a new campaign for its fun orange brand, Fanta. Taking its "Zyada Fanta, Zyada MastiTM' campaign to the next level, the new 360-degree initiative christened, "Taste that makes you jump' is in line with the core brand image of Fanta - reminding consumers about its great orangey, bubbly taste. The new campaign will reach out to teens and youth through an array of touch points including television ads, outdoor, radio, activation and social media.

Speaking about the campaign, Anupama Ahluwalia, Vice President ' Marketing, Coca-Cola India & SWA, "Brand Fanta is known for its distinct playful imagery and its great "Orange' taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase "Play" in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to further strengthen this connect."

The new Fanta TVC has been conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather Private Limited, with lyrics written by Amitabh Bhattacharya. Amit Trivedi who shot to fame with his critically acclaimed work in Dev D (2009) has composed the music. The Tamil version of the jingle has been composed by Vijay Antony. Vijay won the 2009 Cannes Golden Lion for the famous 'Nakka Mukka' commercial (for Times of India) in the Best of Music category.

Along with the mass-media campaign, Fanta, for the first time ever, will also engage with consumers through a special on-ground activation at select prominent locations in 42 cities across 10 States namely, Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar. Starting 15th February, Fanta will be extending its brand thought of "Taste that makes you jump" through a special experiential sampling initiative. As part of this fun initiative, consumers will get a taste of the true magical Fanta experience through interactive games like trampoline, crystal ball, Fanta milestones, etc. Fanta, being the promoter of Play, believes in contagious, inclusive fun, which it will champion through this multi-city consumer activation.

Storyboard of the Ad

The visual story brings out how the taste of Fanta sparks fun. The 3D animated film features the exuberant, bubbly character called Gigi getting bored, when Tristan lands up with a bottle of Fanta. Everything is energized as soon as he opens the bottle. Everybody starts jumping with fun. The party comes to an end as soon as they run out of Fanta. But guess what? Tristan comes with more Fanta and everyone jumps in the fun once again.

Speaking about the new campaign, Ajay Gahalut, Executive Creative Director, Ogilvy & Mather says, "Like the previous campaign, the new ad film for Fanta is an international creative adapted for the Indian market. We have used music to make the film relevant for India. This time around too, Amitabh Bhattacharya wrote the lyrics and Amit Trivedi scored the music for it. While the last film was based on the premise of 'Play,' this time around the strategy was to highlight 'Taste that makes you jump'. The lyrics are a reflection of that and the music too has a peppy, youthful flavour to it. We are sure that this song will be as big a hit with the youth as the last one. Interestingly, the Tamil jingle has been done by Vijay Antony, who did the famous 'Nakka Mukka' song. It has a similar flavour and beat as the Hindi one and we're sure it will find immense popularity with the Southern consumers.

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