Coke releases commercial on web before traditional TV

[Saumya]

For the first time in its marketing history in India, the cola company has launched its upcoming TVC on the digital medium a few days before it goes live on TV channels. It aims to make the TV ad available to more than 4 million digital media users before it is broadcasted on TV.


On December 2, Coca-Cola India released its next TV commercial (TVC), called Shadow, featuring Bollywood actor Imran Khan. Surprisingly, the TVC was not aired on any of the TV channels. In fact, the ad film has been unveiled exclusively on web and mobile platforms. The TVC will be launched on TV channels in the next few days, most probably after December 10.

"This is the first time that Coca-Cola India has launched a TV commercial on the digital platform, before airing it on TV channels," says Anand Singh, director, marketing (colas), Coca-Cola India, in a conversation with afaqs!.


Online, the TVC is accessible on a microsite created especially for the TV campaign at cokeshadow.in. Web users can reach the site, watch the TVC and share it with their friends on social media sites such as Facebook and Twitter.


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