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After a roll call of household names that's included Carabao, Micro, Asanee-Wasan and alternative rockers Moderndog, more than a few eyebrows were raised recently when Coca-Cola Thailand announced Smallroom's indie pop quartet Tattoo Colour as its new music ambassadors.

"Our basic principle when it comes to choosing a music ambassador is the might of the artist - his, her or their popularity and vision," explains Krobkeaw Panyarachun, the company's portfolio connection manager. "Rather like a music label, we keep an eye on those artists who interest us. We watch their live shows, chart-climbing songs and interviews."

"We are shocked but very happy," says a beaming Harin "Dim" Suthamjaras, Tattoo Colour's vocalist. "It is a great honour to be the music ambassadors and to record the Thai version of Coca Cola's global theme song."

Tattoo Colour, which also features songwriter and guitarist Rath Phikatphairee, bassist Thanabodee "Jump" Theeraphongpakdee and drummer Ekachai "Tong" Chotirungroj, is already enjoying considerable success with "Thailand Open…", a cheerful little ditty that's based on the original five-note melody of "Open Happiness", the number selected for the brand's global campaign.

Before going into the studio, the boys first listened to other versions of the number, among them the recordings by China's Wang Leehom, also a Coca-Cola ambassador, Singapore's Derrick Hoh and Jocie Guo, Hong Kong's Joey Yung, Japan's Monkey Majik, Canada's Kardinal Offishall, Jay Malinowski of Bedouin Soundclash and Coeur de Pirate, an emerging singer-songwriter from Quebec.

"Wang Leehom's song is full of electric guitars and synthesisers and Singapore's version sounds nice too. We thought we should bring some Thai-ness to the music and present the track in our own style," says Dim. "We first thought of introducing the Northeastern phin [three-stringed lute] but in the end opted for the more familiar ranad [xylophone]," adds drummer Tong.

"The song also features klong yao [tom tom] and ching chaab |[cymbals]. In fact, the sound of all the Thai music instruments is taken from the Fine Arts Department and sampled in. We did find a ranad player from Channel 9's 'Khun Phra Chuay' ['Oh My God'], but he was very busy," says songwriter Rath.

All the band members appear in the Thai theme song's music video, which is directed by Alongkot "Book" Uapaiboon. In the MV, the four are lost in a city full of hopeless and heartbroken people, most of them misunderstood by their parents and lacking opportunities. Then the band members introduce Coca-Cola and its theme song and everybody is happy again.

"The lyrics of this song are cool. They say that all of us are born with an empty heart and that it should be filled by love from others. Then, when we have the love, we should share it with others and open up the happiness to them," says the singer.

Coca-Cola has invested more than Bt75 million in its latest campaign and is targeting consumers across the Kingdom. Tattoo Colour is headlining the "Coke Zaa Festival on Campus Tour" this month and next, which also features Smallroom's The Richman Toy, Lomosonic, and Prae Chirathiwat.

The boys will be in Bangkok on December 13 for the "Coke Zaa Festival 2009" at Motor Sport Land (formerly Magic Land), which runs from noon to midnight. Other bands include Moderndog, Blackhead, The Richman Toy, Slot Machine, Playground, Retrospect, Am Fine, So Cool, Laolom, Brandnew Sunset, Jui Juis and Stamp.

Festival-goers can also enjoy a karaoke contest plus video games like guitar hero, drum king and audition. There'll be special prizes to be won, including EP albums and posters autographed by Tattoo Colour.

The band will take a break after the campaign and the release of their third album next summer, with some members heading overseas to complete their studies.

"But we're not exactly splitting up," insists Dim.

>> Catch Tattoo Colour tomorrow night at Prince of Songkhla University in Songkhla, at Burapa University in Chon Buri on November 24, at King Mongkut University Lat Krabang on November 25 and at Silpakorn University Sanamchan Campus in Nakhon Prathom on November 26.

>> For more dates, go to www.ICoke.co.th.