Celebrates the state’s diverse culture with ‘hyper-local’ initiatives
Taking forward its vision to become a ‘Total Beverage Company with strong local roots’, Coca-Cola India announced West Bengal (WB) as its key growth market and unveiled strategic plans to showcase commitment to the state.
West Bengal is the first Indian state where the entire portfolio and marketing initiatives of Coca-Cola’s brands have been hyper-localized to resonate with local language and suit consumer preferences.
The initiative begins with West Bengal and would extend nationally with local execution in other states. The company also announced its partnership with Kolkata Knight Riders (KKR) to turn up the excitement of the upcoming season of the Indian Premier League (IPL) for fans in Bengal.
Coca-Cola India is deeply intertwined with the vibrancy of West Bengal through its relationship with music, sports, food, festival and culture. Consumers in West Bengal have a special love for Coca-Cola beverages, making it a priority market for the company.
The initiative has been developed in line with local affinity and preferences of consumers in West Bengal and their strong emotional connect with their culture.
To kickstart the initiative, Coca-Cola has rolled out Bengali packaging labels for all beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid. Each brand will devise a hyperlocal campaign to deepen connect and bring on-ground experience alive for consumers in Bengal.