Contextual approach worked for us: Coca-Cola India

Global beverage brand Coco-Cola adopted a region-specific approach to marketing and advertising by end-2016 that translated into positive outcomes for the brand. In a press meet organised in Delhi NCR,  T. Krishnakumar, President, Coca-Cola India and South West Asia, shared that last three quarters showed positive results with double-digit growth in volume and sales.

As Krishnakumar further explained that the communication designed in different Indian languages were ideated, designed and directed at the regional level instead of it all being dubbed at one place. The same strategy was for OOH advertising wherein the hoardings featured creatives in the dominant language of the region or state.