Fanta looks to own ‘snack time’

Coca Cola India has released a new campaign for its orange flavoured soft drink Fanta. The brand is trying to position Fanta as the drink for the '4 pm snack time' through a commercial conceptualised by Ogilvy & Mather.

The film has a jingle 'Snack-time, Fanta-time' to reiterate its positioning. The animated film shows a family seated at a table, with three young characters eating 'boring' snacks. The boredom is broken by their mom as she steps in with a bottle of Fanta. The boring scene is now a playful and lively one. The film ends with all the characters shown drinking Fanta with a super that reads 'Snack time, Fanta time'.

Similar films have been created in Tamil, Kannada, Telugu, Punjabi, Marathi and Gujarati.

Debabrata Mukherjee, VP - marketing and commercial, Coca-Cola India and SW Asia, said, “Snack times are moments full of play and fun energy that represent brand Fanta.Our global body of work on Fanta ‘Play’ has been appreciated world over and this year; we have taken the core proposition further by building in local consumer insights set in the Indian context. When you think of brand Fanta, the first thing that comes to mind is its great ‘Orange’ taste and with this campaign we are adding a little more fun and play to snack times with the invigorating Fanta spirit.”

Ajay Gahlaut, ECD, Ogilvy & Mather, said, “Fanta is a brand that offers a lot of creative fulfillment. This time around, it was even more exciting. We got an opportunity to produce a TV commercial with the famous Fanta characters to suit Indian sensibilities. Overall, it was an amazing experience and a pleasure to produce the new Fanta ad. The creative manifestation is in perfect sync with the brand idea.”

Vijay Antony of Nakka Mukka fame (used in ‘A day in the life of Chennai’, for The Times of India) has been roped in to compose the jingle.

The ad film went on air on 21 February. The campaign will also be spread across outdoor, radio, activation and social media.

Credits
Client: Coca Cola India (Fanta)
Agency: Ogilvy & Mather
ECD: Ajay Gahlaut
Senior creative director: Shailendar Mahajan
Creative director: Riazat Khan
Lyrics: Amitabh Bhattacharya
Music composer: Vijay Antony
Production house: Nomad Films