The Hindu : New Delhi News : Animation technology adds fizz to cola wars

Online edition of India's National Newspaper
Friday, Apr 14, 2006

New Delhi

New Delhi

Animation technology adds fizz to cola wars

RANI MUKERJI: To be seen in a mix of real and reel in the coming weeks

A slim and in-shape Aishwarya Rai is not the only striking thing about Coca-Cola's new ad campaign for the summer. Adding fizz to the cola wars now is animation technology, what with "virtual" becoming the real big thing.

After Aishwarya in the new Lux advertisement that has a dash of animation, it will be Rani Mukerji who will be seen in a mix of real and reel in the coming weeks. Making an attempt to maximise profits through its "chataaka" ads will be Coca-Cola which released the latest ad of Fanta featuring Rani Mukerji on Wednesday.

Aishwarya may have gone in for a rustic look for her new Coke ad, but the "tadka" in the big Coca-Cola ads this summer clearly is going to be technology. Coca-Cola admits that technology has played an important role in its ads this summer.

According to ace ad filmmaker Abhijit Chaudhary who shot the Fanta ad, it is an innovative campaign. "The team involved in the campaign includes some of the best talent in animation and graphic industry. It includes the team at Tata Elxis, who provided technological support to the creative process. The entire effort has been further complemented by Pankaj Khandpur of "Rang De Basanti'' fame who has led this team of animatic and graphic professionals,'' says Abhijit.

And while the Rani ad rides on technology, it will be clever cinematography for Akshay Kumar who will be seen daring to do the impossible on top of a lighthouse just to get a sip of his favourite drink in the new Thums Up ad.

But then, this is only the beginning. The new round of cola wars has just about started. -- Lakshmi B. Ghosh

-- Lakshmi B. Ghosh

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