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NT Bureau
Chennai, Feb 1:

        Fanta introduced a new version here recently. The product, according to the soft drinks major Coca-Cola, is bolder, has a strong flavour which will appeal to the younger generation.

        Cine actress Trisha, brand ambassador, unveiled the product at a function. The launch is part of a phased rollout of the product nationally. Initially, it has been launched in the southern States of Andhra Pradesh, Karnataka and Tamilnadu.

        The company officials said the initiative would be backed by an intensive consumer activation programme such as TV ads featuring Trisha, road shows etc. 'Southerners are more inclined towards fruit-based favours, and hence we have introduced the new version,' said Deepak Paul, region vice-president, South, Coca-Cola. Extensive experimental sampling sessions in markets, offices, malls, colleges backed by a range of contests would also form the promotional drive.

        'My association with this company has only strengthened with this newer version and I am sure that the flavour would be an instant hit with my young fans,' said Trisha at the launching ceremony. Coca-Cola India has invested more than USD 1 billion in its Indian operations.