Corporates have realized that bollywood is the best way through which they can be marketed effectively and gain a higher brand recall than through the other mediums. It was Subhash Ghai who introduced this concept on a large scale in his magnum opus Taal where Coca Cola was consumed by the stars.
Both Coca-Cola and Pepsi have been associated with Bollywood and both were in the race to clinch the deal whereby they could have their product placement in Yash Chopra's forthcoming movie Mohabbatein. Coke managed to steal a march over it's rival by signing the deal for Rs. 1.5 crore. However, insiders claim that the cola giant has paid more amount than the declared sum for it's cake.
So, what exactly will Coke get for Rs 1.5 crore? Coca-Cola has sponsored the hub of activity and a place which represents love and freedom in Mohabbatein - Kake's Cafe, a cafe reminiscent of Pop Tates in Archies comics. Significantly, about 30 per cent of the film's storyboard - including two songs - are shot on this set which apparently was constructed over a period of three months in Filmcity, Mumbai. This according to the officials at Coke has ensured them a more cohesive, integrated and a tighter co-branding than what they got from Taal. Subhash Ghai, are you listening ?
But problem arised after the deal was signed. Though Aishwarya Rai endorses Coke, Shahrukh Khan and Amitabh Bachchan endorse Pepsi and Mirinda (A brand of Pepsi) respectively. The movie shows all the six newcomers drinking Coca Cola in some of the scenes. But Shahrukh and Amitabh refused to drink it saying that this was a breach of contract which they had done with Pepsi. While Coca-Cola was adamant that they both drink it since they had paid a big sum for it, the duo stuck to their stand.
So what can we expect here ? A chilling climax with lot of questions remaining to be answered. Will Shahrukh, who is a staunch supporter of Pepsi and drinks it regularly too, consume Coca Cola ? Will Amitabh consume Coke ? If they consume Coke, will Pepsi sue them ? And if they do not consume Coke, will Coke sign a deal with Yash Chopra again. These questions will be answered once the movie hits the screen.
But for the time being, forget the 'Mohabbatein' between the Cola Giants. After all, Jo Chaaho Ho Jaaye, Mohabbatein Enjoy. Apun Ka Dil Maange More, Aha!
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