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Coca-Cola launches ‘The World’s Cup’

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MUMBAI: With just over two months left for the biggest football bonanza to start, The Coca-Cola Company has launched a campaign to celebrate the game as a force for social good. This is the largest marketing programme in the history of the cola company.  

 

Through ‘The World’s Cup’ campaign, Coca-Cola will create unrivalled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive FIFA World Cup ever.

 

‘The World’s Cup’ will be brought to life through a number of key elements: 

 

  • ‘One World, One Game’ television and digital film created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life’s challenges through their love of the game.

 

  • ‘Where Will Happiness Strike Next’ documentary-style short films will share stories of passionate football fans that are using the game to help them triumph over adversity, in turn inspiring others to use the power of football to overcome difficulties.  At each film’s climax, the stars are surprised by Coca-Cola and a special viewing of the FIFA World Cup Trophy.

 

  • The official music anthem for the Coca-Cola 2014 FIFA World Cup campaign features vocals from Brazilian born David Correy and sounds from Monobloco – a Brazilian street band.

 

 

  • The Happiness Flag – constructed from photos and tweets submitted by fans from around the world – will be seen on-pitch prior to the opening match of the 2014 FIFA World Cup in Sao Paulo on 12 June.

 

  • FIFA World Cup Trophy Tour by Coca-Cola on a journey spanning more than 92,000 miles and visiting 90 countries to encapsulate the true spirit of the campaign.

 

 

 “Just as Brazil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup,” said The Coca-Cola Company executive VP and chief marketing and commercial officer Joseph Tripodi, about the brand’s new campaign for the 2014 FIFA World Cup.  “Through ‘The World’s Cup’, Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.”

 

“Coca-Cola prides itself on celebrating the power of football and the ability of the sport to bring the world together.  Football is for everyone, regardless of geographical and social boundaries, that’s why this year we are launching ‘The World’s Cup’,” added Tripodi.

 

The visual identity for ‘The World’s Cup’ campaign will be featured on all brand communication during the tournament and represents happiness, togetherness and celebration.  For the first time, the design was created in collaboration with a street artist, employing the unique style and talent of Brazilian artist Speto.  It features the colour and characteristic designs of Brazilian street art with the faces of four young people from Brazil reproduced in Speto’s signature graphic style.

 

The Coca-Cola Company has had a long-standing relationship with FIFA since 1974 and has been an official sponsor of the FIFA World Cup’ since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup’ since 1950 and is a long-time supporter of football at all levels.

Brands

Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform

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NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.

The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.

The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.

Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.

Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.

TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.

 

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