This article is part of a Spotlight series on social media marketing in India. Read more
Back in the day, “Thanda Matlab Coca Cola” (“Cold means Coca-Cola”) was not a mere tagline of an ominous brand; the synonymity to the phrase was derived from the experience of the product by its consumers.
Advertising was heavily dependent and built with the value inspired from the masses. While the ads lent to the appeal of the product to penetrate consumer demographics further, marketing was limited to “touch and feel” factors, the relatability and its functionality. Brands were all...