Fanta the orange drink from Coca-cola India has a brand new advertisement featuring its new brand ambassador Genelia D'Souza. Fanta continues to position itself as a orangy drink for the fun loving.

Fanta has occassionally produced some meaningless ads in the past ( remember orangy blast laga kya? ) and now this one with Genelia getting her car to fly over her harassing friends is in my opinion no different. The fanta ads from the past that appealed to me most are the "dil kholke" ones with Rani Mukherjee.

The new fanta ad featuring Genelia D'Souza fails for me because now I dont know whats good about Fanta. The earlier ads including the "orangy blast laga kya?" talked about the product and its benefit in one way or the other. "Orangy blast" to me still sounded like a benefit.

In the new Fanta advertisement the product takes a back seat. The "dikhao apna asli rang" suits Fanta's ambassador more than the drink itself. Also it has negative connotations associated more than positive ones. Our bollywood movies and telly soaps are full of "aakhir dikhadiyana asli rang" (you finally stooped down to show your true colors).

The production quality of the ad is also not that great. The eastman color retro look is not going to make me like orange, on the contrary its an overdose. Less said the better about the background score.

This ad is hopefully the first in a series of advertisements and course correction will happen enroute.