Coca-Cola Happiness: From multiplex to single screen
Vibha Gupta and Jitender Dabas
Campaign details
Brand Owner: The Coca-Cola Company IndiaLead agency: McCann WorldgroupBrand: Coca-ColaCountry: IndiaIndustry: Non-alcoholic, soft drinksMedia: Cinema; Content marketing; Internet – display; Internet – general; Internet – microsites; Internet – search; Mobile and apps; Online video; Outdoor, out-of-home; Point-of-purchase, in-store; Social media; TelevisionBudget: 10 – 20 million
Market background and cultural context
The cola war and the battle for youth loyalty
Youth loyalty makes good business sense for any non-alcoholic beverage company. They are essential...