Coca Cola ties up with <i>Dhoom 2</i>
Courtesy:
IndiaFM
Thursday,
November
16,
2006
With
the
strong
connect
that
Bollywood
films
have
with
the
youth,
many
brands
are
working
out
different
ways
to
promote
themselves
with
the
film.
Soft
Drink
giant
Coca
Cola
has
tied
up
with
the
biggest
action
flick
of
the
year
Dhoom
2
for
exclusive
co-branding
with
the
film.
Yash
Raj
Films,
which
is
the
producer
of
Dhoom
2,
gave
the
charge
of
directing
the
ad
commercial
to
Sanjay
Gadhvi
who
is
the
director
of
the
film.
Says
Sanjay
Gadhvi,
"This
kind
of
association
with
a
brand
is
called
Co-Branding." Talking
about
the
commercial
he
adds,
"The
ad
starts
with
Hrithik
who
is
the
brand
ambassador
of
Coke
and
then
moves
on
to
some
clips
of
him
and
Ash
from
Dhoom
2
and
ends
again
with
Hrithik
again." The
campaign
is
called
'Coke
Uthale,
Dhoom
Machale'
which
will
show
Hrithik
sporting
the
same
gear
like
in
Dhoom
2.
This
kind
of
branding
takes
the
brand
message
to
the
consumer
at
the
same
time
reminds
them
about
the
film
as
well.
Dhoom 2 is a one of the most awaited sequel of the year with a gigantic starcast like Hrithik Roshan, Aishwarya Rai, Abhishek Bachchan, Bipasha Basu and Uday Chopra. The film is scheduled for release on November 24.
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