Continuing with their ‘Zyada Fanta, Zyada Masti’ campaign Fanta has launch a new TVC, part of their latest global 360-degree initiative called ‘Taste that makes you jump’.
The 3D animated film’s Indian adapt by Ogilvy & Mather brings out how the taste of Fanta sparks fun. It shows one 3D character called Gigi getting bored, when Tristan lands up with a bottle of Fanta. As soon as he opens the bottle of Fanta, Gigi gets energised and they start jumping with fun. Other characters are also shown joining the duo. The background music has been written by Amitabh Bhattacharya and Amit Trivedi has composed the music.
Commenting on the campaign, Anupama Ahluwalia, vice president, marketing, Coca-Cola India and SWA, said, “Brand Fanta is known for its distinct playful imagery and its great ‘Orange’ taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase “Play” in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to further strengthen this connect.”
Ajay Gahalut, executive creative director, Ogilvy & Mather, added, "Like the previous campaign, the new ad film for Fanta is an international creative adapted for the Indian market. We have used music to make the film relevant for India. This time around too, Amitabh Bhattacharya wrote the lyrics and Amit Trivedi scored the music for it. While the last film was based on the premise of 'Play,' this time around the strategy was to highlight 'Taste that makes you jump'. The lyrics are a reflection of that and the music too has a peppy, youthful flavour to it. We are sure that this song will be as big a hit with the youth as the last one. Interestingly, the Tamil jingle has been done by Vijay Antony, who did the famous 'Nakka Mukka' song. It has a similar flavour and beat as the Hindi one and we're sure it will find immense popularity with the Southern consumers.
Along with the mass-media campaign, Fanta, has also launched an on-ground activation at select prominent locations in 42 cities across Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar. Through the initiative Fanta will be extending its brand thought of “Taste that makes you jump” through a special experiential sampling initiative through interactive games like trampoline, crystal ball and Fanta milestones among others.
The new campaign will reach out to teens and youth through an array of touch points including television ads, outdoor, radio, activation and social media.