Its almost summer and I dread the Mumbai heat. I haven’t been in Mumbai the last three summers and this summer I am actually very very afraid. The one thing that makes me realize that summer is here are the cola ads. As usual the cola war hots up during summers in India.
The three cola brand are known to fight out in the market and the first three TV ads for the season are out.
The worst is the Pepsi ad. Three big names Shahrukh Khan, Ranbir Kapoor and Deepika Padukone and they could not even come with a good concept. What is Youngistan? Shahrukh does try to salvage but with a wafer thin plot, its already a lost cause. Pepsi clearly loses in the first round. It is no way near the “Yeh dil Maange more” or “Nothing official about it” tag line.
Thumps Up did not deviate much from the “thunder” image and has Akshay Kumar performing stunts with a touch of comedy. Even though the Coco-cola company which owns the Thumps Up Brand does not promote Thumps Up much, it still has many loyal customers including me. I don’t think they care about the advertisement for Thumps Up anyway
I did not manage to get the ad anywhere but to give you a small idea, it has Akshay Kumar drop a Thumps Up from his balcony into a small truck below. To get the truck, he gets into a girl’s car driving recklessly into the traffic and performing dangerous stunts. At the end he does get the bottle but not before crashing into a wall and finding himself in a hospital all plastered up. He still manages to drink Thumps Up ignoring the injured girl. Nothing new about it. but then Thumps Up is Thumps up.
However the surprise has been the Coco-Cola ad featuring Hrithik Roshan. More than the actor, the focus here has been the product. The concept is simple; friends, spicy food and ice cold Coco-Cola. Anybody who has the combination of the three knows the magic of the moment and its captured beautifully in the song accompanying the ad. The song “Aaj tu Jasn Mana le” (Celebrate today). Just live for the moment. The tempo of the song increases and the star Hithik Roshan does not shadows the product. A great simple ad with a foot tapping number executed well.