Coca-Cola: Taking on formality to enter Indian homes
Vibha Gupta and Jitender Dabas
Campaign details
Brand owner: Coca-Cola IndiaLeading agency: McCann WorldGroupBudget: 10 – 20 millionCountry: IndiaIndustry: Non-alcoholic, soft drinks; Carbonated soft drinksMedia: Newspapers; Outdoor, out-of-home; Point-of-purchase, in-store; Radio; Television
Market background and cultural context
The world's largest beverage brand was struggling to enter the Indian home.
Coca-Cola is the No. 1 beverage brand in the world, but in the Indian market Coca-Cola is not the leader. While in most countries Coca-Cola has been around for decades, in India...