Scientists to vouch for cola companies

Published: Friday 15 September 2006

Top Indian scientists may get a chance to do an Amitabh Bachchan or a Shah Rukh Khan, if cola firms have their way. Sensing that their regular brand ambassadors may not be enough to extricate them from the pesticide controversy, cola giants are planning to rope in scientists to restore the image of their tarnished products.

One of the companies has already spoken to some scientists and "might finalise on the plan shortly", according to its chairperson. However, none of the companies are likely to dump the endorsements by film stars and would rather run them with the help of scientists. According to industry sources, the cola firms are trying to ensure that the new campaigns -- on television and newspapers -- look different from commercial advertisements. The new campaigns would be run only for a short duration, sources said.

Sales of soft drinks have been affected, with some states even banning them, following a report by the Centre for Science and Environment on pesticide content in the beverages released in the first week of August.

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