Integrated Brand-Building Across Cultural & Sports Events Influencer Activation, UGC Content, Digital Media, Print, Radio, Website

India

How can a global brand build credibility and trust in India while overcoming public and competitor-driven skepticism about its “global” identity?

We reframed Coca-Cola’s identity by spotlighting its real Indian backbone, the 2 million+ small shop retailers, delivery partners, dhabas, kiranas, distributors, NGO partners, farmers, and communities that power the system.

Instead of traditional ads, we captured 120+ authentic, unpolished human stories across 18+ cities in 10 states, and activated them across India’s largest cultural and sports gatherings, from the Maha Kumbh 2025, Puri Rath Yatra, Ganpati, Durga Puja, ICC Women’s World Cup, and Diwali, to hyperlocal festive moments nationwide.

By placing the people who power the brand at the heart of India’s biggest celebrations, Coca-Cola was reframed as Indian in people, Indian in practice, and Indian in its economic backbone.

The campaign reached over 510 million people across India through an integrated mix of digital, social, on-ground festival presence, and earned media, delivering a 3.7% Instagram engagement rate against the 2.4% industry benchmark.

It also drove measurable business impact with 94 million festival-linked transactions, contributing to an average of 26% increase in sales volume across India’s biggest cultural and sporting moments.

The results demonstrate that localness and festival activations drive strong resonance and bring our people closer to the consumer. It reinforces Coca-Cola’s perception as a brand that believes in balanced, sustainable growth and connects authentically with customers and consumers.