Coca Cola ties up with Dhoom 2 Taking into consideration the fact that Hindi films have such a strong connection with the younger members of the viewing public, many brands are now working on coming up with different ways to promote themselves with or within the film.

Soft Drink giant Coca Cola has tied up with this years biggest action flick, Dhoom 2, for exclusive co-branding with the film.

Yash Raj Films put the films director, Sanjay Gadhvi, in charge of directing the ad. Not giving too much away, Sanjay says, "The ad starts with Hrithik who is the brand ambassador of Coke and then moves on to some clips of him and Ash from Dhoom 2 and ends again with Hrithik again."

The campaign is called 'Coke Uthale, Dhoom Machale' and will feature Hrithik sporting the same gear as in the film. This kind of branding havea two fold result, it delivers the brands message to the consumer at the same time keeping the film in their minds as well.

The film is scheduled for release on November 24.