ITV

Tag: Coca Cola India

  • Thums Up’s ‘Stump Cam’ campaign engages consumers

    Thums Up’s ‘Stump Cam’ campaign engages consumers

    Mumbai: Thums Up, Coca-Cola India’s first billion-dollar homegrown brand, has unveiled a new ‘StumpCam’ campaign, just in time for the ICC T20 Men’s World Cup. This will provide audiences with exclusive access to match footage and content. The brand will be adopting a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign.

    The campaign, which features renowned cricketers and superstar bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, aims to amplify Thums Up’s new “Stump Cam” offering, which will offer a thrilling view into exclusive ’Toofani’ match moments, straight from the pitch. After each World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle. The offering will enable cricket lovers to access unique content from the tournament like never before.

    Commenting on the new campaign, Coca-Cola India & Southwest Asia vice president & head – marketing Arnab Roy said, “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament – leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.

    Commenting on his association with Thums Up, Indian fast bowler Jasprit Bumrah, said, “Thums Up has been a longstanding partner and supporter of events and athletes across sporting formats and I’m extremely happy to have been associated with it for over a year now. It’s exciting to bring to cricket lovers and fans the brand’s new offering “Stump Cam” which will enable them to access thrilling cricketing content from a never-seen-before angle, straight from the pitch and get closer to the game.”

    Australian former international cricketer and one of the fastest bowlers of his time, Brett Lee added, “I am ecstatic to be partnering with India’s most iconic soft beverage brand Thums Up, for their new StumpCam campaign. I have lived and breathed cricket all my life, and I am thrilled to be part of Thums Up’s “Stump Cam” offering, which will excite consumers beyond measure as it gives them the ultimate view of key match moments as if they were watching it right from the pitch. #WicketSeCricket!”

    The campaign film has been conceptualized by Ogilvy India. Ogilvy India chief creative officer Sukesh Nayak stated, “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”

    Ogilvy India- North chief creative officer Ritu Sharda added, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that’s where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match to pack to screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket”

    Thums Up has been a longstanding partner of the ICC (International Cricket Council). The Coca-Cola Company has a long history of partnering with major sporting events around the world, including an eight-decade long association with the Olympics, four decades with the FIFA, and nearly 25 years with World Cup Rugby. These associations with sporting events underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers.

  • Limca enters sports hydration category with a new variant; unveils #RukMat campaign with Neeraj Chopra

    Limca enters sports hydration category with a new variant; unveils #RukMat campaign with Neeraj Chopra

    Mumbai: Coca-Cola India has announced it is foraying its homegrown brand Limca into the hydrating sports drinks category with Limca Sportz. The innovation is in line with The Coca-Cola Company’s endeavour to provide a wide spectrum of beverage choices to consumers, with great taste as well as functional benefits.

    With this launch, Limca’s entrance into hydration-based sports beverages, the brand aims to bring alive the #RukMat campaign via an advert featuring reigning Olympic javelin champion Neeraj Chopra. 

    Conceptualised by Ogilvy, the campaign will revolve around a motivational theme, to encourage the audience to push their boundaries and have a “never say die” attitude. The brand has adopted a holistic marketing approach to boost the new campaign, consisting of digital as well as mass-media broadcasting to maximise media reach across channels.

    Speaking on the announcement of Limca Sportz, Coca-Cola India and Southwest Asia director-marketing, hydration, coffee and tea category Karthik Subramanian said, “Building on Limca’s ability to provide full-body rejuvenation so that consumers can be their most energetic, best selves in every situation, we are thrilled to announce our entrance into the sports hydration category with the launch of Limca Sportz. The beverage has been formulated through in-house innovation and extensive market testing.”

    “At Limca, we unanimously agreed that there could be no better champion of Limca Sportz than Olympic gold medalist Neeraj Chopra, who is the pinnacle of athletic excellence and embodies the true spirit of our campaign messaging “#RukMat” (never stop),” he added.

    Indian athlete, reigning Olympic champion, and world championship silver medalist in javelin throw Neeraj Chopra said, “As an athlete, I understand the vital significance of optimum intake of carbohydrates and electrolytes. Limca Sportz enables faster rehydration for the drinker and helps balance higher endurance during exercise performance—making it the go-to beverage for people who believe in putting in the hard work to achieve their goals.”

    “It is the perfect drink for when the body gives up, but the mind says “go on…” I am exhilarated to be the face of the new Limca Sportz campaign. The film perfectly represents my ideals of never giving up and continuously pushing boundaries to get closer to my goals,” he concluded.

    Coca-Cola’s Limca has completed over five decades since its foundation in India and is ranked at #4 within Coca-Cola India’s sparkling portfolio. Limca is widely acclaimed for its unparalleled ability to instil a feeling of freshness in the minds and bodies of its consumers.

    Limca Sportz is a glucose + electrolyte-based beverage containing essential minerals for rapid fluid intake. The beverage is a no-fizz, water-based drink that helps with faster rehydration in individuals who are involved in physical activity in the form of sports, exercise, and high-intensity chores. It has refreshing real lemon juice to add to the taste and palatability.

    Ogilvy (North) chief creative officer Ritu Sharda said, “The most important thing for a sportsperson’s regimen or anyone who is exercising is to be able to do more and more and more without stopping. A few steps more, one more kilometre, one more throw, one more jump, that’s the relentlessness that helps you achieve your goals. Limca Sportz is all about replenishment and hydration, as well as the philosophy of “#RukMatt,” who encourages you to keep going. And who better to launch this than Neeraj Chopra, who we’ve all seen sweating it out with the toughest regimen possible but never stopping at one awesome throw, one medal, or one record. For all those of you who never stop and for Neeraj, we say “Tu #RukkMatt”!”

    The new variant will be available on shelves across Delhi NCR, Bangalore, Chennai, Bengal, Mumbai, Pune, and cities of Andhra Pradesh/Telangana starting the month of September, and will be available in packs of 250 millilitre and 500 millilitre.

  • Coca-Cola India’s ‘Ummeedo Wali Dhoop’ salutes positivity, togetherness and generosity of the human spirit

    Coca-Cola India’s ‘Ummeedo Wali Dhoop’ salutes positivity, togetherness and generosity of the human spirit

    New Delhi: Celebrating the ability of human spirit to persevere and to always emerge stronger, Coca-Cola India has released a series of stories narrated through the digital medium as short films, static posts on its social assets and long format stories on Coca-Cola India Journey titled ‘Ummeedo Wali Dhoop’, recognizing beacons of hope, countless acts of selflessness, kindness and courage. The campaign features stories of everyday heroes who have gone above and beyond the call of duty to help the community amidst the COVID-19 pandemic.

    Shrenik Dasani, Vice President – Sparkling Category, Coca-Cola India and South West Asia said, “At a time when the human spirit is being tested like never before, this was our attempt to share an inspiring, optimistic message with people and collectively reaffirm our unshakeable faith in the resilience and power of the human spirit.

    In equal measure, the campaign is a small expression of our gratitude to all those individuals, who acted as living proof of that resilience, when they went above and beyond what was expected and rose up in aid of their fellow human beings in a time of great need.”

    The campaign titled #ToTheHumanRace, offers an ode to humanity and the human spirit in these challenging times. In the first phase of the campaign, the company had released an inspiring film saluting the generosity and courage of the everyday heroes ‘Ummeedo Wali Dhoop’. The anthem has been written by Prasoon Joshi, CEO of McCann World group India and Chairman (Asia Pacific). The now released stories are an extension of the campaign which features ‘heroes’ from across the country and various walks of life.

    Meet our heroes:

    Bilal Khan, a 29-year old lawyer from Delhi is ensuring slum dwellers do not go hungry through his ‘Four for All’ initiative in the battle against the COVID-19 pandemic.

    Link to his short film

    Chhayarani Sahu, a 57-year-old farmer in Bhadrak district of Odisha has been distributing vegetables from her farm to nearby villages, sharing her abundance with many during the countrywide lockdown.

    Click here to read her story

    P Naveenkumar, a 26-year-old social worker from Munsiyari in Tamil Nadu is doing his bit by distributing food, water and providing other forms of assistance to street dwellers during the pandemic, through his NGO Atchayam. His work is a great example of starting at grassroot level and influencing a larger cause.

    Click here to read his story

    Supratik Chhaperia, a 25-year-old owns a designer cake shop in South Delhi. When the lockdown was announced in March, like for countless others, his world went topsy-turvy as operations shut down abruptly. His immediate thought however was not about his business, but to reach out to alleviate the distress of daily wage workers, the community hit the hardest during this period.

    Click here to read his story

    S. Veena, a transgender from Bengaluru is reaching out to transgenders, single women, and widows during the lockdown. Till now, she has distributed about 10,000 kilograms of rations.

    Click here to read her story

  • Coca-Cola India identifies West Bengal as one of its key growth markets

    Coca-Cola India identifies West Bengal as one of its key growth markets

    MUMBAI: Taking forward its vision to become a ‘Total Beverage Company with strong local roots’, Coca-Cola India announced West Bengal as its key growth market and unveiled strategic plans to showcase commitment to the state. West Bengal is the first Indian state where the entire portfolio and marketing initiatives of Coca-Cola’s brands have been hyper-localized to resonate with local language and suit consumer preferences. The initiative begins with West Bengal and would extend nationally with local execution in other states. The company also announced its partnership with Kolkata Knight Riders (KKR) to turn up the excitement of the upcoming season of the Indian Premier League (IPL) for fans in Bengal.

    Coca-Cola India is deeply intertwined with the vibrancy of West Bengal through its relationship with music, sports, food, festival and culture. Consumers in West Bengal have a special love for Coca-Cola beverages, making it a priority market for the company. The initiative has been developed in line with local affinity and preferences of consumers in West Bengal and their strong emotional connect with their culture.

    Speaking at the launch of the initiative,  Coca-Cola India and South West Asia President T Krishnakumar said, “West Bengal is a vital part of our India story, and we will continue to build for the state by customizing our brand and product propositions with an improved understanding of the local consumers’ consumption patterns and desires. West Bengal has and always will remain close to our hearts and with this initiative, we aim to showcase our gratitude by celebrating the unique, diverse culture of Bengal with our differentiated offerings and continued investment. We are initiating this as a pilot in West Bengal and plan to extend this nationally with local execution in other states”

    To kickstart the initiative, Coca-Cola has rolled out Bengali packaging labels for all beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid. Each brand will devise a hyperlocal campaign to deepen connect and bring on-ground experience alive for consumers in Bengal.
    > Coca-Cola India senior VP Shehnaz Gill added “The initiative is built on the premise of creating joyful moments that are of true cultural significance in West Bengal. We will engage with consumers across multiple touchpoints using three key pillars: Language & Culture, Festivals, and Passion Points such as Cricket, Food, Music etc. Coca-Cola India’s hyper-local strategy will reflect in the marketing mix, packaging, advertising, social media activations and a range of on-ground events across portfolio. This will be further anchored in a strong marketing framework to create an edge while keeping the consumers’ sensibilities at the forefront of all decisions.”

    As part of the initiative, Coca-Cola is tapping consumer passion moments such as Language and Cricket to build a strong emotional connect and cultural relevance. The pride for Bengali language is ubiquitous across West Bengal and Coca-Cola fueled the excitement by rekindling the love for storytelling during International Mother Language Day. Consumers were invited to participate in the contest by sharing their love for the language through short poems, tiny tales, and haikus. The winning entries were shared on Coca-Cola’s social media handles and also featured on Radio Mirchi by RJ Somak. Brand Coca-Cola will be the official beverage partner with Kolkata Knight Riders (KKR) to turn up the excitement of the upcoming season of the Indian Premier League (IPL) for fans in Bengal. A host of activities are planned both in stadium, as well as across the state to engage consumers and create unique experiences.

  • Sarvita Sethi appointed as Coca-Cola India and southwest Asia VP M&A, Harsh Bhutani as CFO

    Sarvita Sethi appointed as Coca-Cola India and southwest Asia VP M&A, Harsh Bhutani as CFO

    MUMBAI: Keeping with developing business needs and investment in talent development, Coca-Cola India has made two-key changes at its top management. It has appointed Sarvita Sethi as vice-president, merger, and acquisitions (M&A) and new ventures, and Harsh Bhutani as vice president – finance (CFO),  for Coca-Cola India and southwest Asia. The appointments will be effective from 1 August.

    Sethi, who was earlier VP finance India and southwest Asia, had become the first woman to head the company’s finances for the region. In her new role, she will be responsible for the firm’s crucial incubator, which involves conceptualising, developing and launching new products relevant to the market, besides scaling up these new brands or products until they can be managed by general marketing and sales teams.

    Sethi is a chartered accountant with more than 15 years of experience in corporate finance, and had worked for Sainsbury’s and Viacom in London before joining Coca-Cola in 2008.

    She is known for her “results-oriented” mindset and her expertise in financial operations of fast-moving consumer goods firms. Her journey in the professional world began as an audit manager for the global audit and consultancy firm PricewaterhouseCooper in London in 1996. Before joining the professional world, Sethi went to City University London to finish her Bachelor’s in Science degree in economics and accountancy in 1995.

    Bhutani, a veteran at Coke’s bottling arm Hindustan Coca Cola Beverages will take over from Sethi. Before joining HCCB in 1999, he was with Swiss industrial products and solutions conglomerate – Asea Brown Boveri.

    A chartered accountant from the Institute of Chartered Accountants of India, Bhutani has earned a name for himself, among his friends and colleagues, as an efficient business planner.

  • Healthcare products lead in ASCI norms breach, 143 complaints upheld

    MUMBAI: Healthcare products, followed by education category, led in breaching various norms set by Advertising Standards Council of India (ASCI) on advertisements and getting  hauled up for the same in the month of January this year, according to an official statement from the advertising self-regulatory body.

    ASCI yesterday noted that its Consumer Complaints Council (CCC) upheld complaints against 143 out of 191 advertisements. Out of 143 advertisements against which complaints were upheld, 102 belonged to the healthcare category, 20 to the education category, followed by seven in personal care category, six in the food & beverages category and eight ads from other categories.

    Some of the big companies and products pulled up by ASCI include Apple, Amul, Qi Lifecare Pvt. Ltd, Nivea India, HUL, Standard Chartered Bank and Coca-Cola India.

    HEALTHCARE

    The CCC found the following claims of 102 advertisements in healthcare products or services to be either misleading or false or not adequately/scientifically substantiated and violating ASCI’s norms. Some of the healthcare products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI code.

    Complaints against the following advertisements, amongst others, were upheld:

    1. Proyurveda Lifescience Pvt. Ltd. (Max ARTHO Capsules, Oil and Gel): The advertisement’s claims that it “helps in protecting joint cartilage by reducing degeneration” and “helps in treating the root cause of joint pain” were inadequately substantiated and are misleading by implication.

    2. Nurture Health Care (Medora Capsules): The advertisement’s claim (in Marathi) as translated into English — “Medora capsules deliver weight reduction without any lifestyle changes” — was not substantiated with evidence of product efficacy and is misleading by exaggeration. 

    3. Qi Lifecare Pvt. Ltd. (Qi Spine Clinic): The advertisement’s claim, “new treatment approach helps 50-year-old achieve complete recovery from 12 years of chronic back pain”, was inadequately substantiated. It was considered that the testimonials did not constitute reliable objective evidence and did not entitle the advertiser to make very broad claims made in the advertisement regarding surgery-free recovery.

    Consumers were likely to understand that the testimonial was genuine representation of complete recovery from chronic back pain by the advertised treatment alone and was representative of the results that could be generally achieved by taking the treatment. Also, since the physiotherapy treatment approach is well established, calling it “new” was considered to be misleading. Further, the claim, “India’s first back pain specialist”, was not substantiated with comparative data versus other similar clinics providing similar treatment to prove this claim.  Also, the claims are misleading by exaggeration.

    4. Shree Maruti Herbal (Stay On Power Capsules): The advertisement’s claim — “clinically 99.99 per cent efficacy proven power capsules” — was not substantiated with clinical evidence of product efficacy.  Also, the claim when read in conjunction with the text in the body copy of the advertisement and product visual is misleading by implication that the product, which as per pack declaration is “herbal supplement for men”, is for improvement in their capacity for sexual pleasure.

    It was noted that this medical product is being presented as an “amazing gift”, which people could exchange for Diwali among friends, and considered to be misleading by ambiguity and a manifestation for a disregard for safety while consumption of the product could encourage negligence. It was further concluded that the advertisement gives a false impression regarding the true character of the medicine and is in breach of the law as it violated the Drugs & Magic Remedies Act (DMR Act).

    EDUCATION:

    The CCC found claims in the advertisements by 20 different advertisers were not substantiated and, thus, violated ASCI guidelines for advertising of educational institutions. Hence, complaints against these advertisements were upheld. Some of the upheld cases are the following:

    1. Vidyamandir Classes: The advertisement’s claim — “cash reward worth (Rs) 2 crore (Rs 20 million)” — was not substantiated with supporting evidence of students who have received cash worth Rs. 2 crore.  Also, the claim (“scholarship up to 100 per cent”) was not substantiated with authentic supporting data such as evidence of 100 per cent scholarships availed by students. The claims were found to be misleading by exaggeration.

     2. Cadd Centre India Private Ltd. (Cadd Centre-Ce): The advertisement’s claims (“First Time Ever In India! 1000 Jobs In 100 Days For Cadd Quest Participants” and “Job Guarantee For 1000 Students”) were not substantiated with verifiable support data such as detailed list of students who have been placed through its institute, contact details of students for independent verification, enrolment forms and appointment letters received by the students, nor any independent audit or verification certificate. The claims are likely to mislead students into believing that the institute is providing permanent jobs.

    PERSONAL CARE

    1. Nivea India P. Ltd. (Nivea Protect & Care Deodorant): The print advertisement has visual of Nivea crème super-imposed on the deodorant can image and claims were considered to be misleading by ambiguity and implication that several other major ingredients (and not only fragrance) of Nivea Crème were added to the deodorant product. The front of the pack claim (“with Nivea Crème ingredients”) accompanied by a visual of cream, and back of pack claim of “with precious Nivea Crème ingredients” is likely to mislead the consumers that Nivea Protect & Care Deodorant has several major skincare ingredients of Nivea Crème. The pre-dominant common element of both the products is the Nivea fragrance. These claims are misleading by ambiguity.

    2. Richfeel Health & Beauty Pvt. Ltd.: The advertisement showcases pictures of results of both pre and post treatment. It was noted that the advertiser did not provide its response specific to the claims/visuals objected to, nor did it provide photographic evidence to prove that the pictures shown in the advertisement (pre and post treatment) are demonstrating the real benefit achieved through the treatment. It was concluded that the efficacy being depicted via images of before and after the treatment are false and misleading by gross exaggeration. Without this evidence, addition of any disclaimers was not considered acceptable.

    3. Hindustan Unilever Limited (Rin Antibac): The advertisement’s claim (“Presenting new Rin Antibac with Ayurvedic extracts removes germs”), accompanied by visuals implying sterile clothes, was not substantiated and is misleading by implication and exaggeration as the advertised product does not have the property to provide germ protection in wear conditions. As clothes will be exposed to different environments, they would be contaminated and would carry germs. Both the claims, that is germ inhibition/sterile clothing in wear conditions and provided only by the advertised product (i.e. other detergent not providing similar benefit), were not substantiated.

    FOOD & BEVERAGES

    1. S.V.Fruit (Go Green Frozen Fruits): It was concluded that while the advertised product may be carbide free, claiming it to “protect from cancer” is misleading by exaggeration.

    2. Gujarat Co-Operative Milk Marketing Federation Ltd. (Amul Butter): The advertisement refers to butter being a rich source of Vitamin A and further states that “eat milk with every meal and live every day, worry-free”. It was considered the latter part of the statement was misleading by implication and encouraging excessive consumption of butter, which may not be advisable from a health point of view.

    3. Coca-Cola India Pvt. Ltd. (Thums Up): The advertisement showcases a rider performing a wheelie on normal streets and traffic conditions amongst a few people.  This is contradictory to the disclaimer made in the advertisement — “the actions are for representational purposes alone and must not be copied by viewers”.  It was concluded that though the overall advertisement is not objectionable, regardless of the disclaimer, the specific visual showing the stunt performed by the rider (wheelie) in normal traffic and/or in presence of bystanders and public encourages dangerous practices and encourages a disregard for safety and negligence.  

    OTHERS

    1. Standard Chartered Bank (Standard Chartered credit card): The advertisement claims that “get up to 10 per cent extra cash back on all spends with your Standard Chartered credit card”. It was considered to be false and misleading by ambiguity as the cash back being offered is limited to Rs.10, 000.

    2. Apple India Private Limited (Apple): The advertisement’s text states that “the amazing iPhone 7 is here”, but shows an image of iPhone 7 Plus variant, which is misleading by ambiguity and implication.  While the advertiser may have a logo/trademark with “iPhone7”, by omission of any reference to the word “series” in the advertisement text and in absence of any visual of iPhone 7 variant, it was concluded that the advertisement is likely to mislead consumers about the product advertised and its corresponding features.

    3. Opera Software Asa (Opera Mini): The advertisement’s claim — “saves data cost up to 90 per cent while browsing” — was not substantiated with supporting data and is misleading by exaggeration.

     ASCI is a self-regulatory organization for the advertising industry to promote, maintain, monitor and uphold fair, sound, ethical and healthy principles and practices of advertising for the protection of interest of consumers and the general public. Established in 1985, ASCI’s role has been acclaimed by various government agencies like the Department of Consumer Affairs (DoCA), Food Safety and Standards Authority of India (FSSAI) and Ministry of AYUSH.

    ASCI and its Consumer Complaints Council (CCC) deal with complaints received from consumers and industry against advertisements that are considered as false, misleading, indecent, illegal, leading to unsafe practices, or unfair to competition and in contravention of the ASCI code for self-regulation in advertising.

    The full list of companies/adverts hauled up by ASCI for breach of norms could be found here.

  • Coca-Cola India launches TVC campaign #VIORunWithIt

    Coca-Cola India launches TVC campaign #VIORunWithIt

    MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

    The campaign aims to build a deeper connect with the consumers and urges them to:

    ‘Believe’- in the power of milk protein inherent in VIO,
    ‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
    ‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.

    Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.

    Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

    Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

    Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.

    VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.

    The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.

  • Coca-Cola India launches TVC campaign #VIORunWithIt

    Coca-Cola India launches TVC campaign #VIORunWithIt

    MUMBAI: After a successful pilot launch earlier this year, VIO – the ready to drink, flavored milk offering from Coca-Cola India launched its maiden ad campaign on July 24th which is being aired in Andhra Pradesh and Telangana along with the digital launch in other states. Building on the goodness of milk protein and the energy provided by it, the campaign focuses on the proposition ‘Run With It’. The concept revolves around leveraging VIO’s ‘Real Milk. Real Protein.’ benefit to enable today’s fast-paced, multi-tasking youth to ‘Run With It’ and lead an active lifestyle.

    The campaign aims to build a deeper connect with the consumers and urges them to:

    ‘Believe’- in the power of milk protein inherent in VIO,
    ‘Feel’ – that the power when unleashed will help them lead an active, healthy life and
    ‘Do’- switch to VIO and activate a healthy lifestyle in their everyday moments.

    Emphasizing on the power and strength required for leading a multi-tasking lifestyle, the TVC showcases the protagonist in multiple scenarios and his ability to accomplish fast paced, intense activities such as running, cycling etc. with the help of VIO. As the protagonist transitions from one activity to the other, VIO Flavored Milk gives him the power to navigate through the race of life.

    Speaking about the campaign, Coca-Cola India South west Asia liquid foods director Abhishek Jugramn said, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with Milk Power and targeted for on the go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, VIO – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive Visual Identity System. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about VIO through TV, print and digital platforms. We expect VIO to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata”.

    Conceptualized by Swapan Seth of Equus, the film has been directed by Marlon Rodrigues and produced by the production house – Show and Tell. The 360 degree campaign leverages mass media on larger than life OOH sites in Maharashtra, Goa, Andhra Pradesh and Telangana. The campaign also leverages key social media platforms including:

    Facebook:https://www.facebook.com/vioflavoredmilk/?fref=ts,Twitter:https://twitter.com/Vio_India, Instagram:https://www.instagram.com/vioindia/ along with presence on radio and print.

    VIO flavoured milk has been developed jointly by Coca-Cola India and its largest bottling partner, Hindustan Coca-Cola Beverages Pvt Ltd. Made from milk sourced from dairy farmers, VIO has been formulated with a blend of delicious saffron, pistachio and almond flavors in the respective ‘Kesar Treat’ and ‘Almond Delight’ variants. The product contains no added preservatives and promises to provide the consumers with wholesome goodness of milk in every drop and is available in a convenient 200ml Aseptic Tetra packaging at an attractive price point of Rs 25/-.

    The new offering further expands Coca-Cola’s existing portfolio of beverages, providing consumers more choices. VIO is now available in over 30 cities across the country. In addition to this, it has also been launched in General Trade outlets in Telangana, Andhra Pradesh, Maharashtra and Goa. The product is also available across all leading modern trade and cash & carry players in all metros and most tier-1 towns across the country. It can also be procured through Hindustan Coca-Cola Beverages Pvt. Ltd.’s online retail portal -www.coke2home.com.

  • CNN-IBN, Thums Up and Being Human presents VEER Season 2

    CNN-IBN, Thums Up and Being Human presents VEER Season 2

    MUMBAI: In an effort to unleash the inner potential of people with disabilities and provide them the best employment opportunities, CNN-IBN is back with its one-of-its-kind initiative ‘VEER Season 2’ in partnership with Thums Up, Being Human and American India Foundation. The show aspires to exhort and educate the citizens of India to play the role of an enabler and make people with disability discern their true potential.

     

    Started from 24th September 2015, VEER Season 2 is a campaign of strength and self-belief to generate awareness and advocate for inclusivity, accessibility and employability of people with disabilities (PwDs).  After receiving an overwhelming response for its first season, VEER in its second edition aims to drive an amount of INR 2 crores for training 2000 PwDs.

     

    In this phase of the campaign, CNN-IBN will also be associated with, the Indian government’s Department of Social Justice and Empowerment and Hans Foundation, an NGO operating in the area of empowering marginalised sector in disability space, to provide skill for training people with disabilities (PwDs). The government body and NGO, both will eminently work with the channel to train and employ the PwDs.

     

    Speaking about the campaign, Mr. Radhakrishnan Nair, Managing Editor, CNN-IBN, said, “We are grateful to receive the support from Thums Up, Being Human and American India Foundation for the campaign. It is our pleasure to work on such an innovative program and we hope to receive an overwhelming response from the audience.”

     

    Debabrata Mukherjee, Vice-President Marketing and Commercial, Coca-Cola India, said, “The Thums Up philosophy of being passionate and strong is something that drives this program. Through VEER, we want to encourage all the differently abled to unleash their potential, be strong and overcome the barriers they face. We are happy with the achievements of the program in its first year and are excited about the milestones being set for the second phase, where our endeavour will be to accelerate the pace and double the deliverables of the first year.

  • Coca-Cola ropes in Diljit Dosanjh as brand ambassador in Punjab

    Coca-Cola ropes in Diljit Dosanjh as brand ambassador in Punjab

    MUMBAI: Coca-Cola India has entered into an endorsement agreement with Punjabi superstar Diljit Dosanjh, for its flagship brand Coca-Cola.

     

    Speaking about the association with Dosanjh, Coca-Cola India and South West Asia VP Debabrata Mukherjee said, “We are extremely pleased to have Diljit Dosanjh as the face of Coca-Cola in Punjab. His appeal cuts across age groups and socio economic strata, just like Coca-Cola and his personality reflects the brand’s core values of optimism, joy and happiness. We are excited by the prospects that lie ahead for the brand and our partnership with Diljit.”

     

    Dosanjh added, “Being an artiste and an entertainer, I feel fortunate to have a platform that allows me to spread joy and bring a smile on the face of my fans. And now, my association with an indisputable icon of happiness, brand Coca-Cola will amplify this effort, making for a perfect happiness recipe with a Punjabi tadka. I am really excited and look forward to a great association with Coca-Cola.”

     

    The brand will kick start its association with Dosanjh through the Independence Day special episode of Coke Studio Season 4, which is  going to be aired on 14 August, 2015.