Coca-Cola: Winning The Preference Battle with Indian teens
Campaign details
Brand owner: Coca Cola India Pvt. LtdLead agency: McCann Worldgroup IndiaBrand: Coca-ColaCountry: IndiaIndustry Carbonated soft drinksMedia: Integrated, Magazines - consumer, Outdoor, out-of-home, Print - general, unspecified, Radio, Sponsorship - event, property, TelevisionBudget: 3 - 5 million
Executive summary
Coca-Cola was on the back foot with archrival Pepsi. The latter had cricket and Bollywood stars, plus it was gearing to unleash a digital avalanche to own the critical Indian summer season. Coca-Cola desperately needed to hold its turf...