NEW DELHI: Bollywood diva Rani Mukherjee will no longer exhort Indians to drink Fanta, the orange-flavoured beverage drink owned by Coca-Cola India. The company has decided not to extend its contract with her.
“For non-cola brands, the focus will be on strong scripts (for the advertising),” a spokesperson of the company said, adding that the company might use celebrities in the ads if the scripts demanded so.
Another Bollywood actress Ria Sen appears in the advertisement for Limca, but more as a character in it, not a celebrity. Indian tennis player Sania Mirza features in the Sprite campaign.
Saying that that the company would continue to use celebrities as endorsers in advertisements for its cola brands Coca Cola and Thums Up, the spokesperson added: “Celebrities are intrinsic to our cola brands.”
Bollywood stars Aamir Khan and Hrithik Roshan appear in ads for Coca Cola while their peers Akshay Kumar and Kunal Kapoor, do in ads for Thums Up.
Fanta’s new and stronger variant, which has already been launched in some southern states, will be introduced in the north in August. The ads for the product will feature an actress from the Tamil film industry, Trisha, who is almost unknown in other parts of the country. “She has a region-neutral face,” said the spokesperson. “She will appeal to young consumers, the target audience for Fanta.”
The size of the carbonated soft drink industry in India is estimated at Rs6,000 crore and Fanta is the market leader in the Rs1,000-crore orange-drink segment.