Coke launches Pakistan ad in India: Business Standard

Ashish Sinha / New Delhi May 08, 2008

ADVERTISING: The 30-second commercial, created for consumers in Pakistan and West Asia, is being aired in India during the DLF IPL Twenty20 matches. Taking the 'Jashn Mana Le' tagline of Coke across the border, leading soft-drink company Coca-Cola India is using a 30-second Pakistani Coke television commercial in the ongoing Indian Premier League (IPL) Twenty20 matches. This will be a first for Coca-Cola India where a television commercial created by Ogilvy & Mather (O&M) Lahore for consumers in Pakistan and West Asian countries is also airing on the Indian telly-screens, but with a changed tagline.

The Coca-Cola ad aired in West Asia and Pakistan had the tagline — Khale, Peele, Jilee. For the consumers at home, the tagline has been tweaked to Khale, Peelee, Jashn Mana Le — Coke's current tagline that features actor Hrithik Roshan.

However, the Pakistani Coke commercial has no celebrities. "The ad features a group of friends having fun with a bottle of Coca-Cola while enjoying a meal at a restaurant. The fun of handling the bottle and pouring Coke in glasses has been developed into a sign language between youngsters that brings friends together and aids in bonding across the various tables in the restaurant," a Coca-Cola spokesperson said.

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