After a yearlong break as Coke's brand ambassador, Aishwarya Rai is all set to rock the screen again with Coke's new television campaign. Ash had taken a backseat as Aamir Khan was promoting the 'thanda' concept but now Coke is using her again as part of their new consumer promotional campaign.
With a tagline of Thanda Aish-Cash, the new 60-second commercial has a heavy element of music, with the concept of Haryanvi rap being introduced for the first time. Ad filmmaker Ram Madhvani, who is also the director of critically acclaimed Let's Talk, has made the film.
It is a filmi story line. It's a cute story where Rajpal Yadav wants to be elevated in stature so that his love interest respects him. Everything in the ad is on an exaggerated grand scale and very western in terms of treatment, with a song running in a Haryanvi accent. The film opens with actor Rajpal Yadav as a coolie and Deepti Daryani as a sweeper on the railway platform - also his love interest. He then sees Ash on the platform television where she is explaining the new consumer promotion by Coke with grand prizes to be won. Yadav slips into a dream where he wins a trip to Hollywood with Aishwarya and his picture gets printed in the newspaper. The ad concludes with Daryani having a newfound respect for Yadav.
Considering the success of Aamir Khan campaigns, Coke yet again continues to build on the 'thanda' equity with Thanda Aish-Cash.
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