New Delhi (PTI): Beverages major Coca-Cola will soon kick-off its new ad campaign featuring Bollywood actor Hrithik Roshan to strengthen its hold on the Rs 3,200-crore cola category.
Hrithik, who has been signed again by the cola major in 2006 for campaign during the promotion of - Dhoom 2, will feature in a Rs one-crore television campaign 'Jashan Mana Le'.
The company is targeting the youth, focussing on an integrated communication plan to include mass media advertising on TV channels, complimented by Out-of-Home advertising and a range of on-the-ground initiatives including road shows and contests across key markets.
Coca-Cola has already started campaigns for its non-cola brands like Maaza, Minute Maid Pulpy Orange, Sprite and Fanta. While in the cola category, a TV commercial (TVC) featuring Akshay Kumar is also on air.
The new Coca-Cola campaign set to roll out in early March 2008 is conceptualised by Ashish Chakravarty, Creative Chief, McCann Erickson- Delhi and the communication directed by Sabal Singh Shekhawat of Big Picture Company.
After the latest TVC, Bollywood super star Amir Khan who made his directorial debut with 'Tare Zameen Par' last year, is also expected to be seen in subsequent campaign.
With youth being the flavour of the season, rival Pepsico has roped in super star Shahrukh Khan along with Ranbir Kapur and Dipika Padukone for its latest campaign - Yeh hai Youngistaan Meri Jaan.
Coke has been consolidating its position in India and has already invested over 1.2 billion dollar. It is planning to invest 250 million dollar in the country in the next three years to expand its product portfolio and strengthen infrastructure.