Campaign details
Brand: Coca-ColaBrand owner: Coca-ColaAgency: McCann WorldgroupMarket: IndiaIndustries: Carbonated soft drinksMedia channels: Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionBudget: 3 - 5 million
Executive summary
Indian marketers salivate at the opportunity to sponsor the Cricket World Cup, more so if they were a beverage brand. The typical strategy was to stay top of mind and viewers would consume you. Coca-Cola took a totally different approach. It knew that to win in India, it would have to ensure that comms actually translated into drinking...