Fanta uses Holi's colour splash for latest campaign

Coca-Cola India has launched a new communicating program for Fanta based on the festival of Holi. The 360-degree initiative featuring the brand ambassador for Fanta, Genelia D'Souza is supported by the line - Holi Hai! Toh dikhao apne asli rang (It's Holi! so show your true colours). The film has been conceptualised been by Ogilvy & Mather.

Watch the TVC here:

 

 

The TVC depicts Genelia and a group of friends walking through a town, when a group of boys approaches them, attempting to play Holi. Genelia and her friends appear scared and offer bottles of Fanta as a peace offering which the boys accept and open. However, since the bottles have been shaken before they were given, there is a huge gush of Fanta from the bottles which drench the boys. The commercial ends with Fanta’s festive message of “Holi Hai!”, inviting people to “Dikhao apne asli rang!” .   
 
According to Srinivas Murthy, marketing director - flavours, Coca-Cola India, "The latest integrated communication for Holi aims to enhance the fun and excitement attached to the festive mood. The strategic initiative being rolled out across north, central and western India, aims to further extend Fanta’s market leadership in the fruit-flavored sparkling beverage segment."

“The youth today is always looking for innovative ways of expressing themselves, while simultaneously being uniquely Indian. The communication for the new Fanta Holi campaign attempts to capture this insight and invites the youth to create more play this Holi. The commercial is shot in a very colourful style, amidst a happy, charming and bright setting, featuring European pop art mixed with Indian kitsch icons. The colour palette reflects contemporary trends. The film has been treated like a musical. The jingle also reflects the fusion of the traditional and the modern, culminating in a hearty yell of “Fanta! Holi Hai!”, said Mayur Hola, creative director, Ogilvy & Mather.

Conceptualized by Mayur Hola, CD, Ogilvy & Mather and directed by Rajat Nagpal from Sharp Shooter Films, the communication is choreographed by Longinus Fernandes.