The great American comedian and columnist, Lewis Grizzard once said, "the only way that I could figure they could improve upon Coca-Cola, one of life's most delightful elixirs, which studies prove will heal the sick and occasionally raise the dead, is to put rum in it." This might tickle our funny bone but also shows the popularity of the giant brand. And the story is no different in Indian context. For Coca Cola's new commercial with Aamir Khan in a double role - that of NRI groom and a prospective bride - is drawing eyeballs.

And it's just another popular initiative from Coca Cola's marketing head Vikas Gupta. Gupta, who assumed his new responsibilities in March 2005 as the Vice-President (Marketing) of the India division, you would wonder, is the stuff corporate success stories are written of. Gupta has already made his presence felt at the Coca Cola by rolling out a series of marketing initiatives. These include: introducing numero uno Tamil movie star Vikram as the brand ambassador for Coke; launching a new TV commercial with superstar Vikram - Cool Drink Na Coca-Cola; introducing a special PET mobile bottle on the occasion and rolling out an innovative packaging in a returnable glass bottle (RGB) for Diet Coke.

Not only this, Gupta has helped expand the hot tea and coffee retail business with the introduction of over 1,000 dispensers across key metros in India; Maaza being launched in a new PET pack for home consumption; and 'Fanta Spin- Pudhu Butti, Fulla Naughty' - with its innovative shape turning into an international success; airing a TVC with brand ambassador Trisha and Rani Mukherjee are in fact only some of his achievements. An alumnus of XLRI, Jamshedpur, where he specialized in marketing and finance, Gupta has had an extensive experience in marketing. He also holds an extensive knowledge of Indian markets, consumer behaviour and hands-on experience of having worked with the Coca-Cola system in India and Atlanta.

In fact, Gupta's foray into Coca-Cola India marketing was as early as 1994 after that he held various portfolios, including brands and regional marketing assignments. He moved to join Coca-Cola's marketing team at Atlanta in 1999 until his return to India last year. Prior to this, Gupta also worked with companies like Brooke Bond and Procter & Gamble India in marketing departments where he honed his marketing skills and laid the foundation of a strong, ambitious future. All set to propel Coca Cola's marketing success to even greater heights, Gupta has already began putting his strategies right in place. Coca Cola, which has won scores of national and international marketing excellence awards, is sure to see more such innovative campaigns under Gupta's able and visionary leadership. Just wait and watch!