Coca Cola negates TVC for the promotion of new energy drink "Burn'

No to TV commercial, says Coca Cola aka Coke India. Yes, you all herd it right! The brand just launched a brand new energy drink "Burn" ' "Can you take the heat?' the tagline of the drink says. Instead of television commercial Coca Cola chose out-of-home (OOH) activation and campaign for the promotion of the energy drink.

Coke got in contact with automobile Dilip Chhabria and got a car exclusively designed for the promotion. Coke outdoor agency ' MOMS will launch the OOH campaign in three cities ' Delhi, Mumabi and Bangalore. The "Burn' inspired three concept cars which will run on the roads of these three metropolitan cities from the second week of December.

These three cars which have been designed to promote "Burn' bear the brand attributes of the premium energy drink which stands for - masculinity, potency, energy and primal characteristics.

VP - Marketing, Coca Cola India, Ricardo Fort said, "Innovation has always been the hallmark of Coca-Cola's business strategy in India. The distinctive association to design the 'Burn cars' is yet another affirmation of our endeavor to connect with our consumers. We are excited to partner with ace automobile designer Dilip Chhabria to launch one of our globally most successful and premium energy drinks, 'Burn', in India. The styling of the Burn vehicle confirms the brand imagery and association that is targeted at socially active and adventurous young adults who are always at an all-time high in their life."

Automobile designer, Dilip Chhabria said, "Each and every design that rolls out of my studio has a unique identity and appeal. When the Burn marketing team approached me, it instantly appealed to my imagination. The primal, potent, sensual and energetic character of the brand combined with its unique flame iconography instantly sparked off a design idea. I am very happy and proud to have designed the Burn car. Since we started working on the project, it has been my endeavor to weave in the Burn's primal and nocturnal personality into the vehicle. Looking at the end result, I am confident that the design of the cars will find a special appeal amongst the youth."

The OOH agency will mainly rely on billboards, for the campaign. The beverage company will also be concentrating on point-of-sales at clubs, restaurants and bars.