Beverages major Coca-Cola India has made announcement about the launching of its new campaign featuring Bollywood hunk Hrithik Roshan.

Based on the idea ‘Jashan Mana Le’, the campaign has been made to present the "magical power" of Coca-Cola to target young generation. Besides, it will have mass appeal.

While talking on the occasion, Venkatesh Kini, vice-president (marketing), Coca-Cola India stated that with the approach of summer they have decided to take the brand communication to the upper level.

Mr. Kini added that they know that their new campaign and the new design of the bottle will definitely entice people to enjoy more and more coca cola.

The advertisement is filled with pleasure, delight and excitement.

Conceptualised by Ashish Chakravarty, Creative Chief, McCann Erickson- Delhi and the communication directed by Sabal Singh Shekhawat of Big Picture Company, the new campaign is close to its launch in early March 2008.

Aamir Khan, Coca-Cola’s brand ambassador, is also expected to be seen in subsequent campaign.

Coca-Cola has already begun ad-campaigns for its non-cola brands including Maaza, Minute Maid Pulpy Orange, Sprite and Fanta. While in the cola category, a TV commercial (TVC) featuring Akshay Kumar is also on the air.