March 1st, 2009
Ilayathalapathy Vijay has been signed as brand ambassador for the Coco Cola brand in Tamil Nadu.A spokesperson of Coco Cola India said: “We zeroed in on Vijay because he is huge in the state. The star would be seen in the latest Open Happiness campaign for brand Coca-Cola in Tamilnadu"
Vijay was earlier associated with the brand from 2000 to 2003, when Rajiv Menon created a campaign which became very popular with the masses.
For a brief period in 2005 the company had signed up Vikram, but it was only for a year. The company, which saw no need for a brand ambassador till 2008 as the "market was growing on its own" then, seems to be relying on the mass appeal of Vijay to fortify the brand's share in rural markets.
According to a Chennai based advertising guru: “ It’s a smart move by coke, as Mr.Vijay according to market survey has the best reach among the B & C segments in small towns and villages. He has recall value and star power, two things which the cola giant can piggyback ride”
Sources estimate that the deal has been signed between Rs 2 to Rs 4 crore. As per the deal Vijay would appear in TV commercials and be available for public interaction.
Now the big question being asked in the ad world is – “Who will be arch rival Pepsi’s brand ambassador in Tamilnadu?” Remember Pepsi has discontinued their association with Surya from 2008, and are on the lookout for a younger star for their ‘Youngistan’ campaign.
The market buzz is that they are looking at Dhanush, Arya or Silambarasan, and will take a call shortly.
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