Coca-Cola is all set to unleash a new brand campaign titled "Coca-Cola Thande Ka Tadka" with Bollywood diva Aishwarya Rai.

The campaign, featuring different ads, will go full steam ahead across all leading TV channels from March 26.

It has been conceptualised by ad veteran Prasoon Joshi of McCann Erickson, and brought to life by Abhijit Chaudhuri of Black Magic Productions.

It aims at showcasing purposeful action and a self-empowered point of view in today's youth.

"The campaign ad features Aishwarya in a totally new avatar. She uses emotions like wit and humour and encourages us all to take control of one's life without being intimidated," says Vikas Gupta, a vice president of Coca-Cola India.