The Hindu Business Line : Coke line takes another turn -- Signs on Bipasha Basu

Soft drinks major Coca-Cola India is set to change its ad line yet again. The new ad line Life ke har mod pe Coca-Cola (Coca-Cola at every turn of life), will be the new sign-off for the brand in its forthcoming commercial featuring cricketing legend Sunil Gavaskar, industry sources said.

Interestingly, the new sign-off will be the third for Brand Coca-Cola in the current season. The soft drinks major had kicked off its summer campaign with Bollywood's leading lady Aishwarya Rai with the sign-off line, Life ho to aisi, an adaptation of its international line `Life tastes good'. Soon after, the company broke another commercial also featuring Bollywood star Aamir Khan, this time with the ad line Thanda matlab Coca-Cola. Both commercials are running simultaneously on mainline television channels.

While Coca-Cola's intention in changing its ad line is to keep brand interest thriving, ad professionals pointed out that doing so at regular intervals could end up confusing the consumer.

While declining to divulge details of the commercial, Coca-Cola India's official spokesperson confirmed that advertising featuring Sunil Gavaskar, with the new ad line, was scheduled for shooting. According to industry sources, the commercial with Gavaskar is being shot at Mumbai's Wankhede Stadium. Cricketer Virender Sehwag, who was recently signed on by Coca-Cola, is also expected to feature in the same commercial. Candid Productions would shoot the ad film, sources said.

Meanwhile, adding to its line-up of celebrity endorsers, Coca-Cola India has signed on model-turned-Bollywood-actress Bipasha Basu. According to industry sources, Bipasha Basu will shoot for the ad film with Hrithik Roshan who has been endorsing Coca-Cola for a couple of years now.

Another Coca-Cola film against the backdrop of a family situation has already been shot, sources said.

For Thums Up, the other cola brand in Coca-Cola India's portfolio, a commercial featuring Sushmita Sen has also been shot. Thums Up's current commercial takes on Pepsi's lemon cola drink, A-ha.

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