Coca-Cola: An interactive effort to reach tier 2 and tier 3 on Jio Chat by repurposing content

Ronit Roy, Ria Pandit

This case study describes how the soft drinks brand Coca-Cola targeted millennials in Tier-2 and Tier-3 cities in India, despite limited internet penetration, by repurposing existing content.

Campaign details

Brand: Coca-ColaBrand Owner: The Coca-Cola CompanyLead Agency: Interactive Avenues Pvt. Ltd.Country: IndiaIndustries: Carbonated soft drinksMedia Channels: Mobile & apps, Social mediaBudget: No budget

Executive summary

Objective: To reach out to 16- to 24-year-old young adults in Tier-2 and Tier-3 audiences on digital, and increase their affinity with Coca-Cola.

Challenge: Limited internet penetration in Tier-2 and Tier-3 cities.

Opportunity:Reliance Jio, a 4G network conglomerate, offered free voice calls and data to the entire country. Millions in Tier-2 and Tier-3 cities latched on to the...

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