~In addition to a Mass Media Campaign, Brand Premiers an exclusive YouTube campaign featuring Farhan Akhtar~

New Delhi, 31st October: Since its launch in India last month, the internationally acclaimed beverage, Coca-Cola Zero has managed to stir up excitement across the country. And now, Coca-Cola India is launching the maiden campaign for Coca-Cola Zero in India, featuring Farhan Akthar.

As part of an innovative campaign launch strategy, the brand is being introduced to the consumers through two different pieces of communication.A special long format film, featuring brand ambassador, Farhan Akhtar, produced exclusively for the digital platforms. This will be complemented by a short 15 second intrinsic communication which will be released on television on 1st November, 2014. The campaign unfurls an inventive strategy by premiering a brand campaign on YouTube. The target audiences for the brand are the young global Indian on the go with technology at their fingertips. Hence the strategy has been to build a communication most accessible to this demographic yet delivering the core brand proposition of ‘Great Coke taste Zero Sugar’.

Speaking on the launch of the campaign, Mr. Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India said, “What makes Coca-Cola Zero unique is that it offers great Coke taste with Zero sugar. But one has to actually Taste it to believe it and this is what we are communicating through the latest brand campaign. Staying true to the authentic distinct character of Coca-Cola Zero, we decided on producing and premiering a special long format campaign on YouTube as that is the platform we see our core consumer connected with. Following this we have a short intrinsic film which invites consumers to experience the product and enjoy the classic taste of Coca-Cola in the new avatar”.

He further added, “With this campaign, our association with Farhan continues and we are happy to have him as the face of Coca-Cola Zero in India. Farhan represents the new global Indian, a well travelled yet rooted individual who is confident of his choices. These attributed deem him a perfect fit for our brand”.

According to Farhan Akhtar, “Coca-Cola Zero to me is the perfect symbol of the new Indian. Young, global, aspirational and at the same time classic at the core. These are attributes that define the new global Indian and as a brand that’s what spoke to me. Coca-Cola has always been synonymous with innovative marketing and the idea of doing a film specifically for YouTube was very exciting. The digital space is seamless and as an actor knowing that my work is reaching viewers across the globe is quite fulfilling. Additionally, as a consumer, I enjoy the product immensely and one of the main factors driving this is that Coca-Cola Zero doesn’t compromise on the classic taste despite having zero sugar. The campaign translates this simple quality into a beautiful film and I thoroughly enjoyed being a part of it.”

Said, Vineet Gupta, Producer, ESP Films, “Coca-Cola Zero is an international favorite that has already created quite a stir in the Indian market. Hence we wanted a campaign that retains its international aura and gives the Indian audience a campaign of global standards. The product is the hero and hence thead is aimed at highlighting the same. Making a film specially for YouTube was quite an interesting experience since it speaks to an audience across demographics. Having Farhan Akhtar spearhead the campaign elevated the entire film and I hope the consumers enjoy the film as much as we liked making it.”

Coca-Cola Zero adds to the hydration and refreshment choices available to the consumers in India.With the launch of Coca-Cola Zero in India, the brand is now available in all the top 6 markets of The Coca-Cola Company, the others being USA, Mexico, China, Brazil and Japan. Coca-Cola Zero is one of the 17 billion dollar brands of The Coca-Cola Company in revenue terms and is one of the fastest to this milestone. It was first launched in 2005 and is now available in 149 countries including India.

About Coca-Cola in India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

The company has now built a solid foundation for is on a clear march toward sustainable profitable growth, having registered 33 consecutive quarters of growth, 21 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.

For further information on the company’s India operations and its products, please visit:www.coca-colaindia.com.