Coca-Cola: Taking on formality to enter Indian homes

This case study describes how Coca-Cola, a global soft drink brand, targeted families at festival time in India to encourage serving Coca-Cola at gatherings.

Coca-Cola: Taking on formality to enter Indian homes

Vibha Gupta and Jitender Dabas

Campaign details

Brand owner: Coca-Cola IndiaLeading agency: McCann WorldGroupBudget: 10 – 20 millionCountry: IndiaIndustry: Non-alcoholic, soft drinks; Carbonated soft drinksMedia: Newspapers; Outdoor, out-of-home; Point-of-purchase, in-store; Radio; Television

Market background and cultural context

The world's largest beverage brand was struggling to enter the Indian home.

Coca-Cola is the No. 1 beverage brand in the world, but in the Indian market Coca-Cola is not the leader. While in most countries Coca-Cola has been around for decades, in India...

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