Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games, has unveiled its new visual identity system (VIS) and logo for the Games in Delhi as well as the details on the ad campaign supporting the event.

The visual identity system has been developed for Coca-Cola India by Iconologic, a US-based brand design firm. The creative minds at the studio were inspired by the Chakra in Commonwealth Games Logo, the cultural symbol of celebration—Ambi or Paisley and the architecture of Lotus temple in Delhi. The visuals will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments, and out of home media.

The activation for the Games includes an extensive outdoor campaign, presence in more than 2,000 outlets and partnership with Delhi Tourism for consumer sampling, road shows, contests and more. More than 200 Coca-Cola branded product delivery vehicles will be plying across the city sporting the message “Go Dilli, Let Sports Win” as a part of the campaign. Coca-Cola will also deploy a staff of more than 1,000 to oversee the venue operations.

Announcing the launch of the new identity and campaign, Mr. Atul Singh, President & CEO, Coca-Cola India, said, » By associating with the Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes and delegates and more than 30,000 volunteers that will take part in the Games. The new identity that we have launched today will help us leverage and build excitement for the Commonwealth Games in Delhi, long before the first medals are awarded in October.”

The campaign was developed by McCann Erickson.