New Delhi, February 4: Coca Cola India said it will kick off a new marketing campaign next week featuring its brand ambassador and actress Genelia D Souza for its soft drink brand ‘Fanta’ for the upcoming Holi festival.

“The strategic initiative being rolled out across North, Central and Western India, aims to further extend Fanta’s market leadership in the fruit-flavored sparkling beverage segment,” Coca-Cola India Marketing Director- Flavours Srinivas Murthy said in a statement.

According to industry estimates, the Indian carbonated drink market is around Rs 7,500 crore, of which 54 per cent of is the fruit-flavoured drink market. It is largely dominated by Fanta, Sprite and Limca from Coca-Cola, besides Pepsico’s Mirinda and 7Up. The company said the new television commercial ‘Holi Hai! Toh Dikhao Apne Asli Rang’, featuring actress Genelia D Souza, will be on air from February 8.

(Source)