oke's latest TV commercial only reaffirms the fact that, in India, cricket rules. Its latest TVC uses the claymation style. It is the first time that the cola giant is using this format which is not new in India - Amaron Batteries, for instance, used the claymation format in its TVCs.

Modified to suit Indian audiences, this TVC was originally crafted in football-crazy Mexico. The ad revolves around rivals who are watching or listening to cricket commentary in Hindi with bated breath. Coca-Cola India says that the TVC has been created by a Latin American agency. Popular voice artist Chetan Shashital has given the voiceover for the TVC in Hindi. Says Vikas Gupta, vice president, marketing, Coca-Cola India, "The passion for sports brings even rivals together to cheer for the sport. ... more