Coca-Cola goes hyperlocal with labels in Bengali

By 28 Mar 2020

Coca-Cola India has introduced packaging labels in Bengali language for all beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid in West Bengal. The company said that each brand will devise a hyperlocal campaign to bring out an on-ground experience for consumers in the state.

(L - r) T Krishnakumar with Ishteyaque Amjad, VP, PACS, Coca-Cola India and South West Asia

T Krishnakumar - president, Coca-Cola India and SouthWest Asia, said, “West Bengal is a vital part of our India story, and we will continue to build for the state by customising our brand and product propositions with an improved understanding of the local consumers’ consumption patterns and desires.”

The company claims that West Bengal is the first Indian state where the entire portfolio and marketing initiatives of Coca-Cola’s brands have been hyper-localised to resonate with local language and suit consumer preferences. 

“West Bengal has and always will remain close to our hearts and with this initiative, we aim to showcase our gratitude by celebrating the unique, diverse culture of Bengal with our differentiated offerings and continued investment. We are initiating this as a pilot in West Bengal and plan to extend this nationally with local execution in other states,” added Krishnakumar.

According to Shehnaz Gill, senior vice president - operations, Coca-Cola India, the hyper-local strategy will reflect in the marketing mix, packaging, advertising, social media activations and a range of on-ground events across the portfolio. “This will be further anchored in a strong marketing framework to create an edge while keeping the consumers’ sensibilities at the forefront of all decisions,” said Gill.

Coca Cola claims that it is set to extend the campaigns nationally with local execution in other states.

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