coca cola branding

The Icfai Journal of Brand Management, Vol. V, No. 1, 200834© 2008 The Icfai University Press. All Rights Reserved.

Coca-Cola’s Branding Strategies in IndiaKaushik Mukerjee*

Case Study

* Associate Dean, The Icfai Business School, Pune, India. E-mail: [email protected]

The Indian cola industry saw a major change in the early 1990s with the re-entryof Coca-Cola into the market. The MNCs had been eyeing the Indian marketever since the economy was liberalized and the fabled 200 million middle class

customers proved to be a great attraction. However, in the early 1990s, the Indian colamarket was dominated by Indian brands like Thums Up. When Coca-Cola entered theIndian market in 1993, the production of soft drink bottles were about 3000 million.By the turn of the new millennium, the production had doubled but Coca-Cola was stillnot seeing profits in India. Further, its aggressive pricing strategies have come under flakfrom various marketing pundits. The company adopted a number of innovative brandingstrategies for gaining penetration into the Indian market. Would these brandingstrategies enable Coca-Cola to achieve its objectives?

The Coca-Cola BrandIn May 1886, a pharmacist called John Pemberton in Atlanta (located in the state ofGeorgia, USA) created a caramel colored syrup which was christened Coca-Cola (Coke)by his partner Frank M Robinson. Initially, Coca-Cola was sold through a soda fountainwherein customers could buy a glass of drink for five cents. At that time, on an average,nine drinks were sold every day. The caption ‘delicious and refreshing’ was used topromote the brand. As early as the 19th century, the branding strategies of Coca-Colaincluded celebrity endorsements by music hall performer Hilda Clark.

Some of the advertisements used for branding Coca-Cola became a part of people’sconsciousness and events in their lives were shaped around the brand. For example,every year before Christmas an advertisement shows the Christmas trucks and the jinglethat says ‘holidays are coming—holidays are coming’. A customer claims: “It isn’tChristmas until I’ve seen that …I have to congratulate Coca-Cola on capturing thefestive spirit so well”. In the late 1940s, Coke used the tagline ‘Where there’s Cokethere’s hospitality’. At that time, when the world was strife-torn after the Second WorldWar, hospitality was a very sought after virtue. Families aspired to be hospitable andsocially well-regarded.

In the 1970s, the hippie culture and individualism was the rage and the Coke adreflected the ideology through the line ‘I’d like to buy the world a Coke’. The lyrics andthe music became very popular and were remembered even after several decades. In the1980s, the branding was done using the rather pithy statement ‘Coke is it’ which

35Case Study

appealed immensely to the teenagers. The 1990s saw the usage of the line ‘AlwaysCoca-Cola’ – perhaps a reflection of the economic recession when people aspired forstability. The new millennium saw a very simplistic approach through ‘Coca-Cola –Enjoy’ which summed up the candid approach people were taking towards life in timeswhen globalization was the norm and people’s work lives and personal lives had becomeseamless. The culmination of this approach is evident in the line ‘The Coke side of life’which was created in 2006. The slogans used by Coca-Cola since inception have beenpresented in Exhibit 1.

Coca-Cola in IndiaCoca-Cola was present in India till the late 1970s when a Government Order forced itto leave the Indian market. However, after economic liberalization in the early 1990s,it re-entered the Indian market in 1993. The entry into India was made more emphaticwhen Coca-Cola acquired the leading Indian soft drink brands – Thums Up, Limca,Gold Spot, etc. Also, by buying out the bottlers, Coca-Cola ensured that they exercisedtotal control over the Indian soft drink market.

Coca-Cola India invested over $1 bn in building new production facilities, wastewater treatment plants, developing marketing and distribution systems, etc.The company directly employed over 6,000 people while its operations created indirectemployment for more than 1,25,000 people. To ensure enough production and readyavailability of its products, Coca-Cola had 25 wholly owned bottling operations inaddition to 24 franchisee owned bottling operations. To supplement their efforts,a number of contract packers were used. For effective distribution, apart from the10-tonne trucks, open-bay three wheelers were used which could easily navigate thenarrow lanes that are a part of India’s cities and small towns. Using these strategies,Coca-Cola ensured high penetration of its products—even in the rural areas.

Coca-Cola India has used very modern plants for its operations. Its bottling plant atKaladera (in Rajasthan) was awarded the Golden Peacock Environment ManagementAward in 2005 for its world-class environment practices. Previously, its other bottlingplants at Baddi (in Himachal Pradesh), Ameenpur (in Andhra Pradesh) and Dasna(in Uttar Pradesh) had been bestowed with the award. To ensure good corporategovernance, Coca-Cola India set up the Indian Advisory Board comprising eminentpersonalities. The board is chaired by Naresh Chandra, the former Indian ambassadorto the US. Personalities such as Deepak Parekh, S M Datta, Sunil Munjal, Amjad AliKhan are presently members of the board.

Brand Positioning Strategies of Coca-Cola in IndiaWhen Coca-Cola was re-launched in India, it promoted the brand using advertisementsthat used communication approaches more suitable for western markets. However, thebrand quickly adapted its communication to ensure proper appeal to Indian customers.

In the late 1990s Coca-Cola began using Indianized themes to appeal to the Indiancustomers. It realized that its communication needed to appeal to the youth.

The Icfai Journal of Brand Management, Vol. V, No. 1, 200836

Also, Coca-Cola was aware that the Indian youth respected traditional Indian values evenif they wore western clothes and listened to western pop music. Taking these aspects intoconsideration, it created an advertisement showing an Indian college-goer coming homefor the Diwali holidays. The young man was clad in trendy clothes (blue jeans andT-shirt) and even sported an ear-stud to signify his contemporary style. He was showntouching the feet of his grandparents while the Diwali fireworks lit up in the background.This brand communication helped in creating a personality of Coca-Cola that the Indianyouth could relate with and it resulted in a suitable positioning for the brand.

Coca-Cola also realized that the Indian youth were obsessed with Hindi movie starsand cricketers. Therefore, if these stars could be roped in for the advertisements theconnection of the target segment with the brand could be enhanced.

Brand AssociationsIn 2000, Coca-Cola chose the leading Hindi movie stars and also some of the bestcricketers to enable proper brand associations. The intent was to ensure that thecelebrities who would endorse the brand would help to have a rub-off effect of theirpersonas on the Coca-Cola brand. Since a large number of Indian youth aspired toemulate these celebrities, the association would result in creating the right identityfor the brand.

Coca-Cola signed up Hrithik Roshan (the heartthrob of the nation during the period2000-02 owing to the stupendous success of his films like ‘Kaho Na Pyar Hai’) for thecampaign that used the tagline ‘Jo chao ho jaye’ (meaning whatever you wish may turntrue). This value proposition must have made sense to the youth since they fantasizeabout becoming hugely successful and popular. The unbridled attitude of the youth wasreflected through the actor and the brand. One advertisement was created tocommemorate Diwali which is the festival that heralds hope and instils a sense of joyinto the Indian youth. The connection with the target segment was immediate owingto the fireworks in the background and the message ‘Happy Diwali’.

Coca-Cola also enabled proper brand associations by signing up cricketers likeVirendra Sehwag and Sunil Gavaskar. They created a situation wherein the battinglegend Sunil Gavaskar was shown giving tips to the upcoming batsman Virendra Sehwagbut both had their eyes on the bottle of Coke. Given the high adulation for cricketersin India, and the religion-like fervor evoked by cricket, the brand Coca-Cola becameassociated with the most popular sport. Again, the carefree approach of the youth wascaptured through the caption ‘life ho to aisi’ (meaning life should be like that).

Coca-Cola had realized that to really get into the hearts of the youth in India, theattitudes and habits of the youth needed to be captured through the advertisements.Therefore, it needed to show the youth doing things that were a part of their dailyroutine. With the advent of the internet, a large number of the youth from middle-classand upper-class families in India had got hooked to chatting on the internet throughchat sites. It gave an opportunity to bond with like minded young people from around

37Case Study

the world and also offered the chance of mingling with the opposite sex. This held thepotential of meeting one’s life partner as well. Therefore, the youth spent significanttime chatting on the internet and were quite obsessed with the idea of chatting withstrangers. Coca-Cola created an advertisement using leading actors Aamir Khan andAishwarya Rai who were shown as chat mates using the password ‘Coke ho jaaye’(meaning let’s have a Coke). The chat mates serendipitously meet at a fast food jointwhere the password helps them to recognize each other. It must have given a déjà vufeeling to a number of young people and the brand Coca-Cola became an integral partof their psyche. The caption at the end of the ad said, ‘Jo chaho ho jai – Coca-Cola enjoy’.The storyboard with Aamir Khan and Aishwarya Rai is shown in Exhibit 2.

Branding for Targeting the Mass MarketCoca-Cola was keen to tap the large Indian market and soon realized that the brandneeded to possess mass appeal. This meant that the brand’s positioning and valueproposition needed to be suitably altered. The brand had been targeting upper classcustomers who had spending power but the volumes were low. In order to ensure highvolumes, Coca-Cola needed to penetrate rural markets, small towns and target the lowerincome group customers living in cities.

The caption ‘thanda matlab Coca-Cola’ (meaning chilled means Coca-Cola) waschosen in 2003 to ensure mass appeal of the brand in India. The reason behind thischoice was obvious. In India, the common people tended to refer to any chilled drinkusing the generic name ‘thanda’ which means chilled. Therefore, the intent of Coca-Colawas to own the generic term for chilled drinks in the customers’ minds. This captionwas capable of enabling penetration into the small towns and the rural markets whereinthe generic term ‘thanda’ was very prevalent. The urban population that was notwesternized also used this term extensively.

The next step in mass-market branding was choosing a suitable actor for enablingbrand association. Coca-Cola roped in the popular actor Aamir Khan who was youngand zestful. However, the brand of the actor was not encashed upon but his acting skillswere used to good effect. This was done by getting Aamir Khan to play various roles inthe advertisements that represented the various sections of Indian customers.

The Self-Styled HeroTo communicate the message to the masses, Aamir Khan played the role of the Indianself-styled hero. This was the quintessential macho man who had little formal educationand was heavily influenced by the heroes in movies. So, he was shown wearing a cheapleather jacket, unkempt hair and lot of accessories that enabled him to assert hismachismo. His manner of speaking was rude and domineering and chose soft targets toexhibit his superiority. The character was shown ordering the counter man at a smallfood stall for giving him a ‘thanda’. The non-descript bottle given in return was scornedby the hero who educated him using the caption ‘thanda matlab Coca-Cola’. The diktatwas simple—whenever anybody asked for ‘thanda’, Coca-Cola was to be served.


The character played by Aamir Khan was representative of the aspirations of the lowermiddle classes who were heavily influenced by the film heroes and dreamed of apingthese characters in real life. Also, the use of the local lingo instead of chaste languageenabled the masses to relate with the brand easily.

The Punjabi FarmerAnother advertisement depicted Aamir Khan in the role of a Punjabi farmer. Punjab isan agriculturally rich state in India and the people have a vibrant and carefree attitudetowards life. They are hard working people who also like to enjoy the good things of life.Therefore, the ad showed three thirsty young girls getting off their car and walking intothe Punjabi farmer’s land for a ‘thanda’. The farmer jested with the girls in his cavalierstyle and created some drama by using the well to pull up a bucket containing bottlesof Coca-Cola. The sight of the bottles made the girls scream with delight but themessage was clear—even the rural masses were referring to Coke when they wanted achilled drink. The storyboard of this advertisement is given in Exhibit 3.

The Bengali BabuAamir Khan also portrayed the Bengali babu who goes to a restaurant with his wife andchildren. His bohemian demeanor and laid back attitude result in his wife’sremonstrations at his mannerisms. She admonishes him and tells the waiter in Hindi(albeit with a Bengali accent) to bring ‘thanda’ for everyone. This ad also reinforces themessage of Coca-Cola representing any chilled drink and by showing charactersbelonging to various parts of India, the communication was expected to create apan-Indian awareness of the brand.

In 2003, another significant step taken by Coca-Cola for enhanced rural penetration wasthe launch of the 200 ml bottle for Rs. 5. The test marketing done in Andhra Pradesh hadyielded favorable results and the new bottle was launched across India. The advertisementto showcase the offering (especially to entice the rural customers) was done using a typicalrural setting. In this advertisement, Aamir Khan played the government official who isrevered by the rural folks. He is eyed by the local belles since he is the ‘babu’ who wears asafari suit, dark glasses and wields immense power over every villager. The ‘babu’ finds thatthe village retail shop owner attempting to sell the 200 ml bottle for Rs. 6 to the localwomen. He confronts the shop owner and using typical rustic humor, gets the shop ownerto return the extra rupee. The advertisement was representative of any Indian village andthe rural population could easily identify with the entire story. Most importantly, AamirKhan was portraying a typical village personality instead of being portrayed as a glamorousactor who drinks Coca-Cola. The storyboard is shown in Exhibit 4.

Updating the Brand Communication—the Youth’s Changing PsycheCoca-Cola was careful in ensuring that its rural market focus did not happen at the costof originally targeted segment—the youth belonging to the middle and upper classes.The communication of the brand had to be updated to ensure that it kept pace with theyouth’s changing psyche. A significant change among the youth was the assertiveness of

39Case Study

young women. More and more women were getting good college education and joining theworkplace. They refused to submit meekly as their mothers had done. The advertisementfeatured in Exhibit 5 was aired in 2006 wherein Aishwarya Rai played the role of a collegegirl. She represented the quintessential Indian middle class girl who respected Indianvalues and traditions. This was evident from her traditional attire, well-combed hair, etc.The young men studying at her college made passes at her using the Coke bottle. She wasshown confronting the men and even giving them some lessons on how the Coke bottlecould be used for various kinds of whistling tunes. The men were embarrassed and accepteddefeat in the face of her boldness and assertive gestures. The tagline ‘thande ka tadka’(meaning chilled drink made sizzling) supported the storyline of the advertisement andalso reflected the new attitude of the Indian youth.

The Pesticide ControversyCoca-Cola was hit by the pesticide controversy (see Exhibit 6) and needed to do damagecontrol to ensure that its brand image was not tarnished. Again, the brand managers ofCoke relied on Aamir Khan to reaffirm customers’ faith in the brand. In thisadvertisement (shown in Exhibit 7), the actor Aamir Khan tells that as a patron of thebrand, he was also concerned after reading various reports on pesticide residues in Coke.The advertisement shows Aamir Khan being given a tour of Coke’s factory and the 400quality control tests that are a part of the production process. The brand communicationwas expected to be effective since Aamir Khan is a popular actor and his testifing to thesafety of the product was expected to have a reassuring effect on the customers reassured.

Brand Resonance – Coke’s Branding StrategiesCoke’s branding strategies had to go beyond brand positioning and associations.To ensure that customers had formed a harmonious relationship with the brand, theobjective of brand resonance had to be achieved. If resonance was achieved, customerswere expected to regard the brand as a friend or a close acquaintance with which theyshared a bond. To enable this kind of bond formation, the brand needed to find a placein the customers’ hearts (in addition to their minds).

The youth in India were increasingly getting hooked to the internet and a websiteenabled brands to enjoy a one to one communication with customers. This was a big steptowards brand resonance where the customer knew that s/he was directly interactingwith the brand. With this objective and to enable high brand engagement, Coca-Colaset up the website www.myenjoyzone.com.

The site was used for organizing contests. The promotional contest received over 7.5lakh entries (7,50,000) from across the country. The contest called ‘Coke Kuch Na Kaho’had the winners spend an evening with Aishwarya Rai at Mumbai’s exotic location ‘TheResort’. This was a great hit with the youth and participation was enabled throughstrategic partners. The Red FM Channel in Kolkota was particularly successful andattracted over 25,000 participants. Reliance Infocomm’s three lakh customers alsoparticipated in the contest.


The website myenjoyzone.com was upgraded in September 2003 and offered morefeatures like a virtual walkthrough of Coke City. Further, a number of interactivecontests were on offering in various blocks that made up Coke City. The winners ofcontests could get Coke merchandize and also interact with celebrities through the site.

Resonance Initiatives for Rural CustomersCoca-Cola’s brand resonance initiatives were not restricted to the upmarket customers.The brand was trying to target rural markets and therefore suitable initiatives neededto be undertaken.

A very common problem in rural areas has been the depletion of water resources andCoca-Cola has taken the initiative in several places across India to launch rainwaterharvesting projects. These projects have been initiated in places such as Rajasthan, Kerala,Andhra Pradesh, Delhi. This ensures that the local population is assured of access to waterand through the brand’s involvement with local issues, resonance is achieved.

Apart from water conservation, Coca-Cola has also been involved inenvironment-friendly exercises such as planting of trees, organizing lectures onsustainable environment. The brand has also been involved in educational issuesthrough literacy mission drives and social empowerment programs.

Future OutlookThe rural market penetration was attempted using the 200 ml bottle priced at Rs. 5.But this move came in for heavy criticism by industry observers and the results may nothave been as per expectations since Coca-Cola was forced to increase prices soonafterwards. Also, schools have been waging a battle against fast food and aerated drinksand several prestigious schools have gone to the extent of banning such products fromtheir campuses. To counter the outcry against the drinking of colas, Coca-Cola hasquoted studies published in the Indian Journal of Clinical Practice to stress that studiesconducted found no link between carbonated soft drink consumption and risk ofesophageal adenocarcinoma (the paper is available at http://www.coca-colaindia.com/faqs/pdf/Coca_Cola_Dilemma.pdf). However, it remains to be seen whether these moveswill be enough for Coca-Cola to ensure a better image for the brand.

The branding initiatives of Coca-Cola have been built around well-plannedstrategies. In 2007, the Coca-Cola brand adopted a more egalitarian approach byattempting to portray the brand as the choice of people from all parts of India. Theharmonious integration of all communities is evident on any long-distance train andtherefore, the advertisement showed people from various communities, of diverse agegroups, choosing Coke as their drink. The caption ‘sabka thanda ek’ (meaning the choiceof chilled drink for all is the same) exemplifies the egalitarian approach. The storyboardis shown in Exhibit 8. Is this the right approach for Coke with regard to its brandbuilding in India? According to reports, Coca-Cola wants India to be among its topthree markets in the long term. Will the branding strategies adopted by Coca-Colaenable it to achieve this objective?

41Case Study

Bibliography1. Bedi Rakesh (2007), “Coke Wants India Among Top 3 Markets”, Economic Times, May

28, 2007.

2. Bhushan Ratna (2003), “The Rural Conundrum”, Hindu Business Line – Thursday,(Source: http://www.blonnet.com/catalyst/2003/08/28/stories/2003082800050300.htm),August 28, 2003

3. Gupta Parul (2002), “Coke’s Second Wind”, Business Today, February 3, 2002.

4. Gupta Parul (2003), “Soft Drink Firms on a Rural Drive to Push Sales”, BusinessStandard, June 5, 2003.

5. Kripalani Manjeet (2002), “Rural India, Have a Coke”, BusinessWeek, May 27, 2002.

6. Kripalani Manjeet and Mark L Clifford (2003), “Finally Coke Gets it Right in India”,BusinessWeek, February 10, 2003.

7. Roy Chowdhury Paroma (2001), “The Unbottling of Coke”, Business Today, July 1,2001.

8. Sanghvi Shwetal (2006), “COCA COLA: The Dilemma”, Indian Journal of ClinicalPractice, Vol. 17, No. 6.

9. www.news.bbc.co.uk/2/hi/south_asia/5239758.stm


Exhibit 1

Slogans for Coca-Cola—1886-Present

1886 - Drink Coca-Cola

1904 - Delicious and Refreshing

1905 - Coca-Cola Revives and Sustains

1906 - The Great National Temperance Beverage

1917 - Three Million a Day

1922 - Thirst Knows No Season

1923 - Enjoy Thirst

1924 - Refresh Yourself

1925 - Six Million a Day

1926 - It Had to Be Good to Get Where It Is

1927 - Pure as Sunlight

1927 - Around the Corner from Everywhere

1929 - The Pause that Refreshes

1932 - Ice Cold Sunshine

1938 - The Best Friend Thirst Ever Had

1939 - Thirst Asks Nothing More

1939 - Whoever You Are, Whatever You Do, Wherever You May Be, When You Think of RefreshmentThink of Ice Cold Coca-Cola

1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself

1948 - Where There’s Coke There’s Hospitality

1949 - Along the Highway to Anywhere

1952 - What You Want is a Coke

1956 - Coca-Cola... Makes Good Things Taste Better

1957 - Sign of Good Taste

1958 - The Cold, Crisp Taste of Coke

1959 - Be Really Refreshed

1963 - Things Go Better with Coke

1969 - It’s the Real Thing

1971 - I’d Like to Buy the World a Coke (part of the “It’s the Real Thing” campaign)

1975 - Look Up America

1976 - Coke Adds Life

1979 - Have a Coke and a Smile

1982 - Coke Is It!

1985 - We’ve Got a Taste for You (for both Coca-Cola & Coca-Cola classic)

1985 - America’s Real Choice (for both Coca-Cola & Coca-Cola classic)

1986 - Red, White & You (for Coca-Cola classic)

(Contd...)

43Case Study

1986 - Catch the Wave (for Coca-Cola)

1987 - When Coca-Cola is a Part of Your Life, You Can’t Beat the Feeling

1988 - You Can’t Beat the Feeling

1989 - Official Soft Drink of Summer

1990 - You Can’t Beat the Real Thing

1993 - Always Coca-Cola

2000 - Coca-Cola. Enjoy

2001 - Life Tastes Good

2003 - Coca-Cola... Real

2005 - Make It Real

2006 - The Coke Side of Life

Source: http://heritage.coca-cola.com/

Exhibit 1

Slogans for Coca-Cola—1886-Present

(...contd)

That’s when both recognizetheir anonymous chat friend.Super: “Jo chaho ho jaaye,Coca-Cola Enjoy!”.

They go over to the Cokecounter and simultaneouslyorder a Coke using the line,“Coke ho jaaye”.

... only to find everyone thereholding a bottle of Coke.

Both Aishwarya and Aamirarrive at the joint ...

... with the password, “Cokeho jaaye”. They decide to useCoke bottles to identify oneanother.

Aamir Khan and AishwaryaRai chat on the Internet usingcode names. They decide tomeet at a popular hang-out ...

TVC Storyboards

Coca-Cola Agency

Exhibit 2

Source: TVAdlndx.com


... barsat kare de ... hukum karoji”. The girl coyly asks for‘thanda pani’.

“A ji, pyas di ki gal hai. Jadomomiyan a gayi hain khetawich, bin badal ...

“Woh, actually pyas lagi thi”, isthe answer.

“Yeh gane de khet tamatarkitho?”.

... a farmer tending his fields.Astonished, he blabbers inPunjabi ...

Three girls explore possibilityof quenching their thirst. Theyapproach ...

TVC Storyboards

Coca-Cola Agency

Exhibit 3


Wuenching her thirst, shefirstatiously compliments,“Tussi great ho”.

... peene de bahane aaye, yarada tushan dekh lo”, sings therustic farmer. The bucket comeup with bottles of Coke.

“Thanda!” he shrieks ... and startsdrawing water from the well.“Thanda peene de bahane aayi,kudi, thanda ...

“O ji yaran da tushan”, hereplies accepting her flattery.

45Case Study

Correcting himself, he lifts onefinger. The babu nods and askshim to return Re. 1.

... related questions he blurtsout five even when asked forthe number of fathers he has.

... lets loose a flurry ofquestions, (fingers kitne hain,pandav kitne the, etc.). Caughtin this barrage of five ...

He confronts the shopkeeper,who in turn, gets very miffed.To drive for Rs. 5 only thebabu ...

... pump. On hearing the dhabaowner charging Rs. 6for the chota Coke, hepromptly comes to the rescueof the girls.

Two village belles ask for athanda at a road-side dhabaeven as a traveller is shownwashing his hands at atubwell ...

TVC Storyboards

Coca-Cola Agency

Exhibit 4


... and sings out, “Arre thandeka tadka lagai diya re,harmonia bajaike”. In thebackdrop of the song, MVO:“Paanch matlab chhota Coke”.

The as he get ready to resumehis journey, the goodsamaritan puts on hissunglasses, gives a knowingnod to the girls ...


... to hide their faces, our girlscontinues, “haan agar aapkonahin banna hai rude, tohthanda seeti bajaiyega, dude”and whistles using a Cokebottle.

Turning her friends the girltells them, “aur doston, jisnebhi yeh ghoonga seeti bajayi,hawalat mein ghoosa-laat. Pooriraat”. As the guys find place ...

Making the guy morehumiliated, the girl furtherexplains, “aur agar shauk hosandle chhapwane ka, toh kuchis tarah bajane ka” and showshim another way to whistle.

As the guy starts gettingembarrassed, the girl explainshim, “Jab ladki se sunni hokarari si gaali, toh aise bajatehain mawali” and teaches himthe way to whistle.

Turning back, one of the girlstells the boy who had whistled:“Jaaiye, yeh bhi koi seeti hai?Jaise pressure cooker mein daalchadi ho. Phus”.

Looking at girls on their wayto college, a bunch of collegeguys tease them: “Aai-hai, umarhai sola, kamar Coca-Cola”and start whistling.

Coca-Cola

Agency: McCann Erickson

Exhibit 5

Source:: agencyfaqs.com

... guys totally embarrassed.The girl takes a sip of Coca-Cola and concludes, “thandeka tadka”.

Handling the guy the Cokebottle, the girl tells him,“Faisla aapka, aakhir hawa haiaapki” leaving the ...

47Case Study

Exhibit 6

The Pesticide Controversy

The Centre for Science and Environment (CSE) said theirinvestigations revealed that the drinks contain harmful residues, posinga health risk.

CSE Director Sunita Narain told journalists in Delhi that samplesfrom 12 states showed that Pepsi products contained 30 times morepesticides than found in 2003.

Likewise she said that Coke samples had 25 times the amount ofpesticides found three years ago.

She alleged that despite the public outcry over the issue followingthe first report, the government has failed to set up the necessary quality-control standards for the soft drinksindustry

Source: http://news.bbc.co.uk/2/hi/south_asia/5239758.stm Date of accession: June 18, 2007.

Aamir concludes the ad by saying,“Coca-Cola poori tarah surakshithai. Ek dum safe. Toh jab bhi mankare befikar hoke peejiye aur enjoykeejiye”.

... hot carbon treatment se shudhkiya jaata hai”. The actor says onecan see all this by visiting anyCoca-Cola factory anytime.

Aamir even emphasises on thequality of sugar used in Coca-Cola as he says, “yahan tak kicheeni jo Coca-Cola mein use hotihai, uey vishesh ...

The star takes us inside a Coca-Cola factory and tells us that thesoft drink and the ingredientsused in it undergo more than 400quality tests.

... vishwaas kyon hai. Kyon mainabtak unke saath hoon. Kya mujhefikar nahin ki main aap se kyapeene ko keh raha hoon. Fikar hai,bilkul hai ...”.

The film opens on Aamir Khansaying, “picchle dinon kai logon nemujhse poocha hai ki itne saarevivaadon ke bawjood mujhe Coca-Cola pe ...

Coca-Cola

Agency: NA

Exhibit 7



Reference # 25J-2008-03-03-01

Voiceover: “Dikhte hain humalag-alag par andar se hain humsame same ...

Suddenly, the waiter burps tooas everyone starts smiling.

Soon, everybody on the trainstarts burping as the waiterlooks on.

He looks around for theculprit when he hears a burp.

After the train passes througha dark tunnel, he sees that thebottle is empty.

In a running train, the waiterwalks in with a bottle of Cokeon a tray.

TVC Storyboards

Coca-Cola Agency: McCann-Erickson (India) Ltd.

Exhibit 8


... Sab ka thanda ek, Coca-Cola”.

... Aaja aaja khud se baahar ...

coca cola branding

Documents