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Colas fight over 'Mohabbatein'

29th Aug 2000 13.52 IST

The cola conflict seems to be a continuous process. The fizzy drinks could well limit themselves in being refreshing soft drinks with a zing. But trade wars make them more than that.

Hindi commercial films and their actors become weapons in the hands of these cola giants and whenever they have a top one endorsing the drink, it is a smirk for one and going back to the hole with the tail between legs for the other, before tables turn and equations change again and again and again.

Some time ago, it was the entire cast of Hum Saath Saath Hain that asked you to sip Coca Cola. Aamir Khan and Aishwarya Rai too urged you to go ahead with the drink. Then came the nation's phenomenon, Hrithik Roshan, and you felt too committed to Coca Cola. Butů. one swirl of a bottle of Pepsi by Shah Rukh Khan and you were in the biggest dilemma ever. To drink or not to drink.

Along with endorsements by stars, the soft drink giants are also asking for a presence in potential blockbusters. Apart from Hum Saath Saath Hain, Taal too had the romance between the two protagonists budding with Coca Cola as the intermediary.

The drink was not only seen and heard in the film it also had a role to play. Now one hears that Yash Chopra's next, Mohabbatein, shot its major portion in a Coca Cola erected cafeteria set in Mumbai's Film City.

The theme of the film, youth and the joys of it, has been underlined by the drink in the feel it gives to the film. All young artistes of the film drink Coca Cola. 

But the story does not really end here. It rather begins. Pepsi, it is told, is trying to buy moments of display in the film whereas, a highly placed source in Coke confirms that the film already stars them and they got the bargain for a neat Rs 1.5 crore. 

Let's wait and watch who becomes the third star in Mohabbatein, after Amitabh Bachchan and Shah Rukh Khan. Coke or Pepsi?

By Tanuka Chakraverty

 

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