Partnering with mums and championing the new youth: Coca-Cola's success in India

This event report look at how Coca-Cola successfully positioned itself as a meal accompaniment in India and also tapped into teens' social consciousness to increase brand affinity with this particular group.

Partnering with mums and championing the new youth: Coca-Cola's success in India

Low Lai ChowWarc

"Coke's unique challenge in India, is that while we're the largest beverage brand in the world, it was actually really hard to find us in Indian homes," Jitender Dabas, executive vice president and head of planning for McCann Worldgroup, India, told the APPIES marketing festival held in Singapore in August 2014.

Perceived as an out-of-home beverage, Coca-Cola was hardly seen in Indian households as it had little association with proper meals and was generally not tolerated in the house by Indian mothers.

"Coca-Cola comes...

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