Behind Coca-Cola India’s content journey

The Coca-Cola Company, home to some of India’s most loved beverage brands including Thums Up and Maaza, pivoted toward content marketing in an effort to tell better brand stories.

In 2017, Coca-Cola India launched its website ‘Coca-Cola Journey’ in a move away from the traditional format of corporate and brand websites that are used essentially to disseminate information. Journey aims to create excitement around the various Coca-Cola brands, thus making the site user friendly and entertaining.

It features the history of the various brands, provides interesting insights into the brands and the news and buzz around them. It also features Coca-Cola’s engagement with social causes, behind the scenes images from TV commercials, anecdotes and contributions from consumers and other associates. Clearly Coca-Cola is using the website as a key...

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