Soft drinks ads in the summer of 2013

I have observed that most soft drinks brands today are getting more and more dependent on celebrity endorsement. The three cola brands have used celebrities for decades; among mango drinks Slice has been using Katrina Kaif for some years. This year Maaza has jumped into the celebrity bandwagon by using Imran Khan and Pariniti Chopra, till last year Maaza ads were pretty good without celebrities. Humour was very well used so why are celebrities being used now? Well at least the basic message/proposition has remained consistent –“Har mausam aam”.

What surprises me this summer of 2013 is the Frooti ad campaign featuring