Overview

Coca-Cola India leveraged the Durga Puja (Pujo) festive season in West Bengal to bring its beverage portfolio closer to consumers through a series of culturally‑aligned activations. The initiatives spanned residential neighborhoods, popular food destinations, and pandal venues, aiming to embed the brands within the traditions of family reunions, pandal hopping, and local delicacies.

Brand Activations

  • Maaza created festive installations and photo‑op opportunities across West Bengal neighborhoods and introduced a "Kolkata Mixology" featuring mocktails made with Maaza for consumers to sample. The brand also revived the Bengali tradition of aamontron (invitation) through a dedicated "Maaza Aamontron" experience.
  • Laal Mejhe captured the long‑standing Kolkata "Adda" culture by setting up designated Laal Mejhe adda spaces where spontaneous gatherings could occur during the celebrations.
  • Sprite launched the "Sprite x Spicy Pujo Challenge," converting popular food gullies into challenge hubs. The activation included branded Sprite x Spicy carts, food‑outlet touchpoints, pandal‑hopping kits, and a mascot named Spricy that appeared at Kolkata pandals.
  • Thums Up partnered with popular biryani outlets, positioning the brand as a complementary beverage for the beloved Kolkata biryani meals.
  • Kinley’s "Festivals of Trust" initiative honored traditional dhakis (drummers) by bringing them and their families together for an evening celebration, recognizing their role in the festive atmosphere.
  • Minute Maid and Powerade offered on‑the‑go sampling of fruit‑based drinks such as Nimbu Fresh, Mixed Fruit, and Apple at high‑footfall pandal hotspots, allowing consumers to try the products during the festivities.

Executive Comment

Sundeep Bajoria, Vice President of Integrated Operations for Coca-Cola India & Southwest Asia, stated that the festive season provides crucial touchpoints to connect with consumers, ensuring they stay hydrated and refreshed while celebrating. He emphasized that the focus is on deepening connections by combining the diverse beverage portfolio with local insights and leveraging the extensive distribution and bottling ecosystem.

Company Profile

Coca‑Cola India is a leading beverage company in the country, offering a portfolio that includes hydration, sports, sparkling, coffee, tea, nutrition, juice, and dairy‑based products. The range comprises brands such as Coca‑Cola, Coca‑Cola Zero Sugar, Diet Coke, Thums Up, Thums Up XForce, Charged, Fanta, Limca, Sprite, Kinley, Maaza, Minute Maid, and Honest Tea, among others. The company operates through owned bottling facilities and franchise partners, reaching over six million retail outlets nationwide and serving millions of consumers daily. It also pursues sustainability initiatives across water, packaging, agriculture, and emissions reduction.

Contact & Disclaimer

The press release was distributed by PRNewswire on behalf of Coca‑Cola India. PTI does not assume editorial responsibility for the content.