Getting Coca-Cola the license to serve

Coca-Cola, the beverage brand, increased in-home consumption by challenging cultural norms in India with a TV ad.

Campaign details

Brand: Coca-ColaBrand owner: Coca-ColaLead agency: McCann WorldgroupCountry: IndiaIndustries: Carbonated soft drinksMedia channels: Point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionBudget: 10 - 20 million

Executive summary

Coca-Cola was finding it difficult to enter the Indian household, as it was not associated with in-home socialising. In order to get the modern hostess to freely serve Coca-Cola to guests at home, Coca-Cola decided to champion the cause of spontaneous get-togethers. By taking formality head on, Coca-Cola not only became the drink of choice for serving...

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