Kathmandu, March 13:

Repositioning itself as a youthful drink signifying happiness and optimism, Bottlers Nepal Ltd (BNL) launched ‘Coke Side of Life’ (CSOL) a global campaign here in the valley today.

The CSOL campaign comprises a couple of television commercials along with a series of indoor and outdoor activities. The TVCs, with a distinct contemporary and youthful touch, have been created specifically for the Nepali market by Prisma Advertising using Nepali models.

For the first time, the beverage major has roped in the youth icon, Nima Rumba, as its brand ambassador to drive the Ramailo Chha Coke Jindagi campaign in Nepal.

Incidentally, Nepal happens to be one of the few countries in Asia where Coca-Cola

has launched this global campaign. “We have launched CSOL only in those markets where Coke is the dominant brand. And we are a clear leader in Nepal,” pointed

out Saumindra Bhattacharya, the newly appointed managing director.

“The idea is to connect with every consumer by signifying fun, happiness and refreshment,” he added.

Besides the new jingle, the campaign in Nepal will include the visuals of the Coke bottle overflowing with everything depicting fun and good times.

The new branding will be visible on gates, walls of malls, micro buses, shops and garden umbrellas at restaurants.

In line with Coke’s positioning as that of spontaneity and positivism, BNL has initiated a national level school football tournament the Coca-Cola Cup earlier this month, said marketing manager at BSNL Pranaya Sthapit.

The company has also tied up with UN-HABITAT Nepal for a safe drinking water project in semi-urban areas of the country.