Snack time is play time, says Fanta

25 Feb,2014

By A Correspondent


Having splashed their bubbly characters across television screens all of last year, beverage drink Fanta is back with a renewed proposition this time too.

In its latest communication campaign — Snack-time Fanta-time, the brand seeks to add a zing factor to snack time by showing a group of youngsters enjoying a snack together with a bottle of Fanta. What would be new this time around would be the introduction of a new character – the mom – who would be essaying a central role in the campaign.


Speaking on the launch of the campaign, Debabrata Mukherjee, VP – Marketing & Commercial at Coca-Cola India & SWA, said, “Snack times are moments full of play and fun energy that represent brand Fanta. Our global body of work on Fanta ‘Play’ has been appreciated world over and this year, we have taken the core proposition further by building in local consumer insights set in the Indian context.”


The new campaign has been conceptualized by Ogilvy & Mather led by Ajay Gahlot, Executive Creative Director; Shailendar Mahajan, Senior Creative Director and Riazat Khan, Creative Director and produced by Nomad Films. The lyrics have been written by Amitabh Bhattacharya and music composed by Vijay Antony. With its upbeat and playful tempo, the jingle has been rendered into seven languages including Tamil, Kannada, Telugu, Punjabi, Hindi, Marathi and Gujarati.


Speaking about the campaign, Ajay Gahlaut – Executive Creative Director, Ogilvy & Mather said, “Fanta is a brand that offers a lot of creative fulfillment. This time around, we got an opportunity to produce a TV commercial with the famous Fanta characters to suit Indian sensibilities.”


The new campaign will reach out to the consumers through an array of touch points including television ads, outdoor, radio, activation and social media.


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