Coca-Cola: Taking on formality to enter indian homes
Campaign details
Brand owner: Coca Cola India Pvt. LtdLead agency: McCann Worldgroup IndiaBrand: Coca-ColaCountry: IndiaIndustry Carbonated soft drinksMedia: Integrated, Magazines - consumer, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Radio, Sponsorship - event, property, TelevisionBudget: 3 - 5 million
Executive summary
Coca-Cola was finding it difficult to enter the Indian household, as it was not associated with in-home socializing occasions. In order to get the modern hostess to serve Coca-Cola to guests at home, Coca-Cola decided to champion the...