Mar 20, 2005 11:24 PM
4363 Views
(Updated Mar 20, 2005 11:24 PM)
Its summer time and once again the<I.> COLA Giants have waged their usual COLA WARS. After Saifuappearing as Khufiya in Pepsi ads, its the time of COCA COLAto hit back. This time their model is ?. ?.RAJPAL YADAV!! Wondering Why??? Read on?
?Thanda-matlab COCA COLA?campaign showing Aamir Khanin various Avtaars thrilled millions of consumers across India. It was a new genre of advertising that connected the viewers instantly. Treading on the similar path, the latest innovation is ?THANDA AISH CASH? which gives the consumers a chance to win cash prizes through an exciting Under-The-Crown promotion. And the biggest bonanza is that one lucky winner will get the chance of a lifetime to accompany the gorgeous AISHWARYA RAI to an international premier of her next movie on a PHOREN LOCALE.
This slick ad is made by famous ad film producer Ram Madhvaniand scripted by Prasoon Joshi of McCann Erickson.The ad has gone desi ?literally to pull the mass audience. The highlight is the catchy new music styled on the lines of HARYANVI RAP that has the best fusionof DESI LINGOwith the WESTERN RAP BEATS. Rajpal Yadavshares the limelight with Ash for the first time .
It has a typical Bollywood filmi story whereby everything is portrayed on the Larger-than-life concept. Its made on an exaggerated level whereby a coolie Ramu (Rajpal Yadav) and his love interest ?a sweeper (Deepti Daryani) are in a railway platform.
Suddenly Ramu sees Ash on the platform Television where she is explaining the new consumer promotion by Coke along with the extravagant prizes to be won. Seeing this, Ramu slips into dream whereby he wins a trip to Hollywood with Ash, is excited to sit with her in a limousine,walks with her on theRED CARPET and lo! his picture gets printed on the newspaper. He is really on the cloud 9when Daryani addresses him as ?RAMUJI?and that earns him a newfound respect from her .
The entire ad is shot with the Haryanvi rap & pop music in the background.
Coke has made a great comeback with the tag line ?Thanda Aish Cash? .
The surprise element -- Rajpal Yadav as the protagonist is really cool. The talented Yadav whose performance has won him rave views in movies like Chandhni Bar,Main Madhuri Banna Chahati Hoon & Hungama,has once again proved he is an ACTOR of Calibre.
Aishwarya Raihas returned back to Coke with a Big Bang! She looks svelte and extremely charming in the red chiffon saree.The on-screen chemistry between them is wonderful making this ad work!!!
