Pakistan: Advertising

Coke launches Pakistan ad in India

The 30-second commercial, created for consumers in Pakistan and West Asia, is being aired in India during the DLF IPL Twenty20 matches. Taking the ‘Jashn Mana Le’ tagline of Coke across the border, leading soft-drink company Coca-Cola India is using a 30-second Pakistani Coke television commercial in the ongoing Indian Premier League (IPL) Twenty20 matches. This will be a first for Coca-Cola India where a television commercial created by Ogilvy & Mather (O&M) Lahore for consumers in Pakistan and West Asian countries is also airing on the Indian telly-screens, but with a changed tagline.

Giving the rationale behind airing this commercial on Indian television screens, a Coke executive said: “The influence of cricket and Bollywood has crossed borders and has had an overwhelming impact on complex subjects like India-Pakistan relations. We felt that ads could also contribute to the positive feel generated by IPL cricket and cinema.”
Coca-Cola is one of the six associate sponsors of IPL and is estimated to shell out Rs 20-23 crore on IPL alone.

“Several Pakistani companies related to telecom, soaps, juices, butter etc shoot their television commercials in India but none of them have been used on Indian television. Therefore, this Pakistani Coke campaign may set a precedence for more international commercials to make a debut on the Indian telly-screens,” an advertising industry source said.