Daler Mehndi to go balle balle with Coke
Coca Cola India has signed up "Bhangra King" Daler Mehndi to endorse its products. In the six-month period beginning January 1998, Daler Mehndi will feature in 30 Concerts across the country. Announcing this at a press conference here today, Mr. Donald Short, chief executive officer and president of Coca Cola India, said that this marks the beginning of a new era of Coca Cola's association with music.
Mr. Short felt that there were several similarities between Coke and Daler Mehndi. Ouyr association with food, music and movies have ensured good sales of our products, the chief executive officer said. Coca - Cola in the past has signed up leading cricketers like Saurav Ganguly, Robin Singh, Anil Kumble and Javagal Srinath and movie stars like Karishma Kapoor as per its efforts to connect with the youth.
Speaking on the occasion with Coke. "Together our combination wil not only whet the appetites of people but also awaken them to an entirely new experience with the exhilarating combination of Coke and Daler Mehndi," he said. He, however, did not divulge the singing amount he was to receive from Coca- Cola or the duration of the agreement.
Coca-Cola in recent years has increasingly moved towards celebrity endorsements, which is a significant change in its marketing strategy in India. Later speaking to presspersons, Mr Sanjeev Gupta, director, marketing, Coca-Cola said the company's increased marketing initiatives have ensured a growth in its marketing share by about three per cent. He, however, declined to give details.Source :- Economic Times