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Tag: Coca-Cola

  • BigCity goes Down Under to play the loyalty game in Australia

    BigCity goes Down Under to play the loyalty game in Australia

    MUMBAI: When it comes to loyalty, BigCity just levelled up this time, all the way Down Under. BigCity Promotions, one of India’s most awarded sales promotion and loyalty agencies, has announced its entry into Australia with the launch of a new office in Sydney, marking its first international expansion in nearly two decades. The move signals the company’s ambition to replicate its India success across the Australia–New Zealand (ANZ) region, a market ripe for disruption in the loyalty and engagement space.

    Founded in 2006, BigCity has become something of a legend in India’s reward ecosystem known for turning mundane promotions into high-voltage brand experiences. With 8,000 plus programs executed for over 500 global brands, including Pepsico, Unilever, Mondelez, Coca-cola, Samsung, and Amazon, the agency has earned a reputation for blending creativity, technology, and measurable impact.

    From B2C reward programs to B2B loyalty solutions and gamification-led engagement, BigCity has redefined how brands connect with consumers and trade partners alike. Its proprietary plug-and-play platform lets brands launch campaigns within days offering faster time-to-market, reduced costs, and full creative flexibility. Built on an in-house technology and analytics stack, it also enables deep insight into consumer engagement, redemptions, and ROI, giving marketers the holy grail of modern marketing measurable loyalty.

    The Sydney office will serve as BigCity’s regional hub for Australia and New Zealand, extending its full-service suite to local and global brands in the region. The operations will be spearheaded by Gunjan Kumar country director, who brings over 27 years of global experience across telecom, banking, retail, and FMCG. Having driven client engagement and loyalty strategies across continents, Kumar is tasked with building the BigCity playbook for the ANZ market, one that blends local insight with the brand’s signature executional agility.

    “Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity, and speed that have powered some of India’s biggest campaigns to brands here,” said BigCity Promotions co-founder Vikas Shah. “For nearly two decades, BigCity has redefined how brands engage through innovation, technology, and storytelling this expansion is a natural next step in that journey.”

    BigCity’s forte lies in its ability to gamify engagement, transforming passive audiences into active participants. Its campaigns often feature instant-win mechanics, leaderboards, challenges, and digital contests, all designed to boost brand love and repeat purchase intent. This gamified approach has proven especially potent in cluttered categories like FMCG and telecom, where attention spans are short but loyalty can be won with the right mix of fun and function.

    The expansion also comes at a time when the ANZ market is seeing brands look beyond conventional loyalty cards and cashback models. With digital-first consumers demanding more personalised, experiential rewards, BigCity’s data-driven, experience-centric approach may find fertile ground.

    In India, the company has long been the behind-the-scenes architect of some of the country’s most memorable campaigns, the kind that combine large-scale activation, complex fulfilment, and regulatory precision without ever losing the element of play. It’s this operational mastery that BigCity now hopes to bring to Sydney’s brandscape.

    As the company steps onto foreign shores, the move underscores how homegrown Indian marketing innovation is beginning to travel the world not as an imitator, but as an industry leader exporting expertise. For BigCity, the next game has just begun. And this time, it’s on a whole new continent.

     

  • BharatPe brings Shilpi Kapoor on board

    BharatPe brings Shilpi Kapoor on board

    MUMBAI: BharatPe has roped in seasoned marketer Shilpi Kapoor as its new head of marketing, marking a strategic move as the fintech player sharpens its brand play and digital growth strategy.

    With over two decades of experience across powerhouse brands, Kapoor joins BharatPe from Airtel Payments Bank, where she served as chief marketing officer and helped position it as one of India’s leading digital financial institutions. Her standout contributions included creating the ‘Safe second account’ category and scaling the bank’s active user base to over 100 million.

    Before Airtel, Kapoor made her mark at American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola, driving some of the most memorable brand stories in recent years. From leading Amex’s ‘Don’t Live Life Without It’ campaign to launching Renault KWID into India’s fast lane, her track record reflects a flair for insight-led, high-impact marketing.

    At BharatPe, Kapoor will oversee brand strategy, integrated marketing, and digital engagement across the company’s growing portfolio.

    BharatPe CEO Nalin Negi said, “We are building a digital-first financial ecosystem that merchants and consumers can trust. Shilpi’s expertise in scaling iconic brands will help us deepen engagement and drive our next phase of growth.”

    Sharing her excitement, Kapoor said, “BharatPe has been a game-changer for digital commerce in India. My goal is to strengthen its brand trust and cultural relevance while empowering millions of merchants and consumers nationwide.”

    Her appointment underscores BharatPe’s focus on consumer-centric storytelling and brand-led growth, as the fintech firm gears up to expand its footprint in India’s rapidly evolving digital finance landscape.

    With Kapoor at the helm of marketing, BharatPe seems ready to add a fresh coat of brand brilliance to its growth story.
     

  • Coke hits refresh at Women’s World Cup halftime

    Coke hits refresh at Women’s World Cup halftime

    MUMBAI: When cricket took a break, Coke turned up the beat. The ICC Women’s Cricket World Cup semi-final in Navi Mumbai turned into more than just a sporting spectacle, it became a festival of fizz, folk and feel-good vibes. As players walked off for the mid-innings break, Coca-Cola’s halftime campaign made its sparkling return, transforming the pause into a celebration of rhythm, refreshment and real connection.

    Taking centre stage, singer Aditya Gadhvi performed his Coke Studio Bharat chart-toppers Khalasi, the Cannes Lions-winning anthem of wanderlust, and Meetha Khaara, a love letter to Gujarat’s folk roots. The crowd swayed, phones lit up, and for a few minutes, the cricket stood still while music took the spotlight.

    Coke Studio Bharat, Coca-Cola’s reimagined music platform, has become a cultural bridge, celebrating regional sounds and giving homegrown artists a global stage. Its authenticity and accessibility have made it one of India’s most-loved music movements.

    “It’s not every day you get to perform at an event watched across the world,” said Gadhvi. “With Coke Studio Bharat, I’m bringing the sounds I grew up with to cricket fans everywhere, it’s amazing to see music unite people in such a lively way.”

    Coca-Cola INSWA IMX lead Shantanu Gangane added, “Fans today want more than just sport; they want connection. Coke’s Halftime showcase turns a pause into a shared moment where sport, music and refreshment meet, a celebration that’s both distinctly Indian and universally relatable.”

    For ICC’s chief commercial officer Anurag Dahiya, it’s about expanding what cricket means to fans. “The Halftime integration deepens engagement by blending sport and culture. It’s about making cricket inclusive, dynamic and memorable beyond the boundary.”

    And just as the music echoed through the stands, fans at home joined in, with Blinkit’s “Coke at half price” offer ensuring the halftime spirit reached living rooms too.

    From stadium to sofa, it wasn’t just a break in the game; it was a moment that united millions in the simple joy of music, sport and a cold Coke in hand.
     

  • Ogilvy turns Durga Puja into a brand laboratory for its clients

    Ogilvy turns Durga Puja into a brand laboratory for its clients

    KOLKATA: Forget garish hoardings and booming Shubho Sharodiya  messages. Ogilvy East has spent a decade transforming Durga Puja advertising from noise into culture—and this year’s crop of campaigns shows why the approach works.       

    The star turn came from Coca-Cola, which wove a sari from recycled red and white PET bottles. Not just any sari, but the iconic Lal Paar—spun into thread by master weavers in Phulia and block-printed with Coke’s contour design. Launched at the 75th Ballygunge Cultural Pujo, it became an instant ritual companion, from Sindoor Khela to Instagram feeds. Sustainability met tradition, and the sari didn’t just trend—it became part of the festival itself.

     

    Eveready Ultima built Asia’s largest toy truck, powered entirely by AA batteries and certified by the Asia and India Book of Records. It carried the idol of Ma Durga to Vikramshila, an NGO for children. Whilst giant idols on giant trucks usually hog attention, this tiny battery-powered bahon lit up hearts instead.       
    “At Eveready, we’ve always believed in using the powerful platform of Durga Pujo for good,” said  Eveready Industries India chief executive Anirban Banerjee. “This year we’re focusing on pure joy. With Ultima Bahon, we’re bringing smiles and a memorable experience directly to underprivileged children at Vikramshila.”      
     

    Asian Paints Sharad Samman rolled in on another disappearing Kolkata icon: the yellow taxi. Forty of them became moving installations, each symbolising a decade of the festival. Gattu, the brand’s beloved mascot, took a musical ride through four decades in a film stitched with genres from each era.       
    “Festivals are reflections of their times,” said  Asian Paints  managing director & chief executive Amit Syngle. “With Choltey Choltey Chollish, we wanted to mirror Kolkata’s journey and the way creativity, community and imagination have shaped Pujo across generations.”       

     https://www.youtube.com/watch?v=nbcC58ggcGg

     

    Nestlé Nangrow broke ground with the Junior Dhunuchi—a blue, smoke-emitting toy that let children join the traditional Dhunuchi naach. For generations, kids had been told “No fire. No smoke. No Dhunuchi.” Creativity flipped that script.       

    “The Dhunuchi activation was an endearing and out-of-the-box way of celebrating toddlerhood and parenting, elevated by the cultural significance of the Dhunuchi Naach,” said Nestlé marketing head for premium infant and toddler nutrition Mayank Raina.       
     

    Even Sunlight detergent found its space. In a festival where new clothes dominate, detergent usually sits out. Not this time. Sunlight launched a photosensitive pack that revealed vibrant alpona motifs when exposed to sunlight, turning a functional product into a festive artefact.        

    The pattern is clear. Ogilvy East doesn’t interrupt Pujo—it interprets it and becomes part of it. Previous campaigns turned queuing into a refreshing experience for Coke and built Eveready’s Light Idol from torch beams.       

    “Durga Puja is the crowning jewel of Bengal’s culture,” said  Ogilvy North chief creative officer Sujoy Roy, who leads the east initiative. “Advertising has no business being a noisy gate-crasher. It has to earn its invitation. Ogilvy East keeps trying to make brands not just visible, but a meaningful part of the smiles, the stories and the rituals that define this festival.”
           
    Ogilvy Mumbai executive vice-president and office leader at Ogilvy Kolkata Roshni Mohan said Pujo is a dynamic canvas and an annual invitation to innovate. “When creativity serves culture, it doesn’t just capture attention—it enriches the experience.”

  • VIP Industries bags Orient Electric’s former boss as new chief executive

    VIP Industries bags Orient Electric’s former boss as new chief executive

    MUMBAI: VIP Industries, India’s largest luggage manufacturer, has appointed Atul Jain as its new chief executive and managing director. Jain previously transformed Orient Electric, where he delivered 60 per cent revenue growth and a 2.5-fold increase in market capitalisation during his six-year tenure.

    The executive brings a formidable pedigree in digital transformation and sustainability. At Orient Electric, a CK Birla Group company, he strengthened sales and product teams whilst launching premium offerings and investing in brand-building. His efforts yielded a 400 basis points improvement in margins between 2017 and 2023.

    Before Orient Electric, Jain spent six years at Samsung Electronics, rising to global senior director for home appliances with oversight of 20 emerging markets. He also served as country head for consumer electronics in India, where he grew the durables business at double the industry rate.

    His career spans blue-chip companies including a stint as chief operating officer at Chinese technology firm LeEco. Earlier roles included chief marketing officer at Bharti Airtel and brand manager at Coca-Cola.

    Jain has been an active angel investor since 2016, backing startups in consumer goods, education technology and sustainability. He also served as chairman of the Indian Fan Manufacturers’ Association from 2019 to 2021.
    VIP Industries, known for its Skybags and Aristocrat brands, has been seeking to revitalise its business as travel demand rebounds post-pandemic. The company’s shares have gained 12 per cent this year but remain below pre-Covid levels.

  • Taste the thunder, ride the storm: Thums Up & Hero launch Thunderwheels 2.0

    Taste the thunder, ride the storm: Thums Up & Hero launch Thunderwheels 2.0

    MUMBAI: When thunder strikes twice, it only gets louder. Thums Up and Hero Motocorp are back with Thunderwheels 2.0, a high-octane sequel to last year’s blockbuster partnership, this time giving young India the chance to ride off on the all-new Hero xtreme 250R.

    The campaign fuses Thums Up’s legendary ‘Toofani’ spirit with Hero’s engineering prowess, serving up a motorcycle that embodies individuality, power, and raw thrill. The Xtreme 250R, a premium 250cc streetfighter, is built for riders who live life on the edge, just like the cola brand’s daredevil persona.

    The hook? “Dum hai toh scan kar.” Special-edition Thums Up packs now feature QR codes that unlock the chance to win the Xtreme 250R, along with a series of energetic, action-packed experiences.

    Hero Motocorp, head of marketing – India BU, Aashish Midha said: “The phenomenal response to Thunderwheels last year reaffirmed how deeply this connects with the new generation of riders. With the Xtreme 250R, we’re delivering a machine designed for those who ride with intent: agile, powerful, and stylish.”

    Coca-cola India, category head – Sparkling Flavors, Sumeli Chatterjee added: “Every Thums Up experience is built to fuel adrenaline. Thunderwheels 2.0, with Hero’s xtreme 250R, is all about engaging thrill seekers and inspiring them to be unstoppable in their dreams.”

    The campaign will thunder across screens and feeds with a full-blown 360 rollout, from TV and digital films to influencer activations and artist collaborations, celebrating the spirit of bold self-expression.

    With Thunderwheels 2.0, Hero and Thums Up aren’t just selling a bike or a bottle, they’re bottling the rush of adventure, daring India’s youth to taste the thunder and ride the storm. 
     

  • Publicis brings Ravi Bhaya home to script client-first transformation

    Publicis brings Ravi Bhaya home to script client-first transformation

    MUMBAI: Talk about a full-circle moment, Ravi Bhaya is back at Publicis, this time to steer the ship as chief client officer at Publicis Media India. Based in Mumbai and reporting to Lalatendu Das, CEO of Publicis Media South Asia, Bhaya’s brief is crystal clear: transform client partnerships with a mix of data, AI and creativity that sets the group apart in what it calls a “Category of One.”

    It’s a homecoming for Bhaya, who spent over two decades shaping global media strategies across India, Germany, South Africa, Indonesia, Vietnam, Singapore and North America. His CV reads like a travelogue of transformation leading mandates for marquee brands including P&G, Samsung, Coca-Cola, BMW and Mondelez, expanding agency capabilities in new markets, and driving growth strategies rooted in performance-led marketing.

    Bhaya also dabbled in the startup world, co-founding Rsquared Global Ventures (R2GV) to advise Martech, Adtech, data and commerce ventures on scaling strategies, while working closely with VCs to spot high-growth bets in emerging tech. Before that, as managing director for global growth at Munich-based Serviceplan Group, he was instrumental in driving alliances, partnerships and international expansion.

    His return to Publicis signals a sharper client-first agenda. With Starcom, Zenith and Performics under his wing, Bhaya is tasked with deepening partnerships and pushing integrated, future-ready solutions in India’s rapidly shifting media landscape. For Publicis Groupe, which has doubled down on data-led and AI-powered offerings, the appointment underscores its ambition to blend global expertise with local impact.

    Or as Bhaya himself put it, coming back feels both “familiar and fresh” rooted in trust, fuelled by renewed ambition, and very much tuned to what’s next for clients in an industry where data, creativity and AI are increasingly inseparable.

  • Soaps to sodas, GST clean sweep gives FMCG a bubbly new outlook

    Soaps to sodas, GST clean sweep gives FMCG a bubbly new outlook

    MUMBAI: The FMCG aisle just got a tax wash, and shoppers may finally come out smelling of roses. With the government’s GST 2.0 reform collapsing the maze of 5 per cent, 12 per cent, 18 per cent and 28 per cent slabs into a neat trio of 5 per cent, 18 per cent and a frothy 40 per cent, the everyday essentials that power India’s consumption story have been given a welcome scrub.

    Soap, toothpaste, shampoos, toothbrushes and shaving cream once languishing at 18 per cent now gleam under the 5 per cent bracket, a move that analysts say could spark a volume surge of 8–12 per cent in FMCG sales in Q4 2025. For households tightening belts, and for rural India where every rupee pinches, that’s a tax break with real bite.

    Food has also found its sweet spot. Ghee, nuts, bottled water, namkeen and dairy staples have been moved to 5 per cent, with paneer and UHT milk made entirely GST-free. The dairy sector alone is expected to lap up a Rs 11,400 crore boost, with giants like Amul and Britannia licking their lips. Even indulgences like ice-cream and butter now come with a lighter 5 per cent tag.

    It isn’t just the kitchen basket that’s cheering. Tractors, pumps and fertilisers all at 5 per cent promise lower farm costs and higher rural income, feeding directly into FMCG consumption. Add cheaper packaging materials, and margins for companies like HUL, Dabur and Marico may fatten by 100–150 basis points.

    But it isn’t all sugar and spice. Premium and discretionary products still find themselves in the bitter bracket. Aerated drinks, colas, energy beverages and luxury chocolates continue to fizz under 18 per cent or the punishing 40 per cent sin rate, leaving players like Coca-cola and Pepsi nursing flat outlooks. The GST Council may have thrown a party for soaps and shampoos, but sodas are still paying for the hangover.

    On the compliance front, the industry is racing to reprint price tags and rejig invoices before the 22 September 2025 roll-out, with old stock adjustments threatening short-term headaches for distributors. Yet, with GST audits now mandatory only above Rs 10 crore turnover, smaller FMCG outfits can breathe easier.

    The broader script is clear: this reset is pro-rural, pro-consumption and pro-MSME, even if it means the exchequer takes a knock – with the Global Trade Research Initiative warning of a Rs 10,664 crore revenue shortfall from import-linked IGST alone.

    Still, for an industry fuelled by volume, the GST reboot couldn’t have been better timed. As festive season shelves stack up, FMCG finds itself freshly polished, priced to move, and perfectly poised to turn tax relief into a consumption carnival.

  • Thums Up serves a toofani twist as SRK and Jagapathi dig into biryani

    Thums Up serves a toofani twist as SRK and Jagapathi dig into biryani

    MUMBAI: When Shah Rukh Khan and Jagapathi Babu lock horns, you expect fireworks this time, the spark came from a plate of biryani and a bottle of Thums Up. Thums Up, Coca-cola India’s billion-dollar blockbuster, has dropped its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, directed by Karthik Subbaraj and fronted by Bollywood royalty SRK alongside Telugu powerhouse Jagapathi Babu. The TVC starts with a tense face-off that quickly dissolves into a toofani moment once biryani and the fizzy cola arrive, elevating the meal into a cultural ritual.

    Over the last three years, Thums Up has steadily claimed biryani as its gastronomic soulmate turning what was once an instinctive pairing into what the brand calls a “social currency.” From the Toofani Biryani Hunt in 2023 to today’s cinematic campaign, the message has stayed consistent: biryani isn’t meant to be rushed. Keep aside the spoon, silence the phone, and savour every grain with one hand on the biryani and the other wrapped around a chilled Thums Up.

    With SRK quipping about the endless Hyderabadi vs Lucknowi vs Kolkata biryani debates (“but what’s undisputed is the way we enjoy it”), and Jagapathi Babu emphasising biryani as a tradition best enjoyed slow, the campaign doubles down on indulgence over interruption. Backed by Coca-cola India’s integrated roll-out across TV, digital, social and on-ground activations, the campaign will also hand fans exclusive biryani vouchers, extending the ritual from screen to plate.

    As Coca-Cola category head India and Southwest Asia for sparkling flavours Sumeli Chatterjee puts it, Thums Up isn’t just adding fizz to biryani; it’s turning the meal into a “moment people want to share, repeat and make their own.” And with star power, spice, and a thunderous taste, the toofani pairing looks set to remain India’s most flavourful ritual.

  • Foundry promotes sales veteran Chhavi Bhalla to senior director

    Foundry promotes sales veteran Chhavi Bhalla to senior director

    MUMBAI: Chhavi Bhalla has been elevated to senior director of growth sales at Foundry, capping a meteoric rise through the company’s ranks over three-and-a-half years.

    Bhalla, who joined the firm as new business manager for North America in March 2022, was promoted to director of growth sales in March 2024 before landing her latest role this month. Her ascent reflects Foundry’s aggressive expansion in the competitive digital media space.

    The sales veteran brings formidable credentials from America’s media landscape. At Gannett’s USA Today Network, she delivered $350,000 in fresh revenue through 15 new clients whilst generating creative solutions that contributed 50 per cent to annual turnover. Her portfolio spanned the full digital spectrum—from over-the-top streaming and programmatic advertising to search engine marketing and branded content.

    Earlier stints at regional broadcaster Gray Communications and KOLO 8 saw Bhalla add 25 clients worth $200,000 in revenue whilst coaching marketing teams across the American west coast.

    Her Indian media pedigree runs deep. A five-month tenure as head of content sales for the public sector at Discovery yielded a $9m partnership with India’s tourism ministry for a bespoke travel series. At Zee Entertainment, she quadrupled revenue relative to production costs through content innovations across the network’s channels.

    Her most impressive performance came at Viacom18, where she delivered an 85 per cent revenue surge from north and east India regions, orchestrating branded content deals with corporate giants including GSK, Coca-Cola and Microsoft.

    Bhalla’s promotion underscores Foundry’s bet on seasoned operators who can navigate the increasingly complex digital advertising ecosystem whilst delivering measurable growth in challenging market conditions.