Genelia at a Fanta promotion
Genelia at a Fanta promotion

Coca-Cola India on Monday launched a limited edition bottle of its brand Fanta, as part of the company’s tie-up with the Bollywood movie Chance Pe Dance.

The 600-ml PET bottle will be sold in Delhi and Mumbai for Rs 22.

The new marketing initiative from Coca-Cola will be supported by its marketing communications through the out-of-home, radio and digital platforms.

The company also launched the “Fanta Fun Dance Challenge.”

The winners would receive a cash prize of Rs 5 lakh and would get the opportunity to dance with the star cast of Chance Pe Dance.

Speaking at the launch of the special edition bottle in Delhi, Mr Srinivas Murthy, Director, Marketing-Flavours, Coca-Cola India, said, “Brand Fanta is all about exuberance, excitement and fun. The launch of ‘Fanta Fun Dance Challenge – Chance Pe Dance’ special edition bottle embodies the same spirit.

“To complement this initiative, we have also organised the Fanta Fun Dance Challenge initiative. Both these initiatives were organised to connect and engage with the youth.”

Fanta’s brand ambassador Genelia D’ Souza is the lead actor in the movie Chance Pe Dance, with which Coca-Cola has tied up for the latest marketing initiative.