Coca-Cola, a global leader in the beverage industry is all set to launch three fruit-based drinks during the summer. Two of these fruit drinks will be launched under the Minute Maid brand, whereas the third would be a mango shake in the dairy segment under the brand Maaza.

The Coca Cola officials confirmed the news, “Coca-Cola India is currently test marketing Minute Maid Apple Juice and Minute Maid Mixed Fruit juice in Kolkata. Based on the response, we will take a call to roll it out in other parts of the country.”

The company has not yet set its foot in the dairy segment, and thus the launch of mango shake in the Indian markets would act as a testing ground for the company. Also, the company has partnered with the upcoming Common Wealth Games to launch its fruit-based drinks.

Industry sources believe that the move just reflects the consumer’s need for a healthy life. The juice market in India is expected to be approx. Rs 2,670-crore market, which seems to be nearly 18% of the carbonated drinks market.

FMCG companies have been launching health related products in the past few months to cash on the healthy living concept adopted by their consumers.

Imran Khan, the Bollywood star who made a smashing debut with Jane Tu Ya Jaane Na is all set to debut in the world of endorsements. Imran has been signed as the brand ambassador of Coca-Cola.

Talking about the association, Imran said, “This is actually the first and the only endorsement I have signed over a year and a half since I have joined the film industry. This was the only endorsement that I wanted to sign before they ever came to me. I think Aamir has been endorsing Coke for 10 years now and ever since I was a kid, I used to watch his ads. I have always considered Coca-Cola to be synonymous with refreshment and happiness. I am sure everyone will find the new Coca-Cola communication extremely engaging.”

The new campaign also features Kalki Koechlin (from Dev D). Speaking about the TVC, Imran added, ‘The entire concept of the film is about how Coke breaks the ice between two characters who might not have been together, if Coke wasn’t there. What is really interesting in the ad is that we have used an imaginary bottle.’

The campaign was conceptualized by the creative team of McCann Erickson and was directed by Dibakar Banerjee (director ‘Khosla Ka Ghosla’ and ‘Oye Lucky! Lucky Oye!’).

Coca-Cola also plans to get mamu Aamir Khan and nephew together for an ad shortly. Until then, enjoy this one..