"It is first in the series of the 2009 summer campaign to feature Gautam Gambhir, leveraging the passion of cricket amongst the youth," Coca Cola said in a press release.
The new campaign is aimed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally.
"India is one of the first few strategic markets to roll out Coca-Cola Open Happiness after its successful launch in the US," it added.
Speaking on this, Gambhir said, "Coca-Cola has always been associated with refreshment, happiness and moments of joy. All these are the qualities that I closely identify with."