MAM
Creative Coke pitch boards to continue till FIFA finals
The colorful and intriguing Coca-Cola pitch boards that have drawn notice from fans in each of the 20 FIFA World Cup stadia, will continue their existence at the venues till the 30 June championship match of the 2002 tournament.
Earlier, the pitch boards, with artwork created by consumers in nations competing in the FIFA World Cup were scheduled to be displayed only through the end of first-round matches.
Through the new Coca-Cola GO! Stadium Art Program, consumers for the first time ever helped create some of the sponsor billboards that traditionally border the pitch at each FIFA World Cup match. For the first time, stadium billboards at FIFA World Cup matches depicted more than a sponsor’s name and its logo or other trademarks. This is also the first time that consumers got involved in creating images for those boards.
Thousands of original, fan-conceived artworks were collected by Coca-Cola earlier this year from countries competing for the World Cup trophy. Only one creation was selected from each nation participating in the programme. Each country’s artwork is individually featured as part of the Coca-Cola billboard displays at FIFA World Cup stadia. The artworks correspond with the national teams playing in a particular match, so the two Coca-Cola boards are changed for each match.
In each special billboard design, the Coca-Cola trademark script sits alongside a horizontal outline of the company’s famous contour bottle, which served as the “canvas” for the publicly created images. Consumers and in some cases art students or professionals were asked to create works that conveyed a sense of national pride and enthusiasm for their country’s entry in the 2002 FIFA World Cup, says an official release.
Coca-Cola, one of FIFA’s longest-standing corporate partners signed an unprecedented, eight-year agreement as FIFA’s exclusive nonalcoholic beverages partner in 1998. The agreement includes sponsorship of the FIFA World Cup, the FIFA/Coca-Cola World Ranking, the FIFA Confederations Cup and the FIFA World Youth Championship.
Brands
Janhvi Kapoor teams up with Amaha to spotlight alcohol addiction
‘Off the Rocks’ aims to shift stigma to science in mental health discourse
MUMBAI: Janhvi Kapoor has partnered with Amaha to launch Off the Rocks, an awareness-led initiative that seeks to reframe alcohol addiction as a clinical mental health condition rather than a moral failing.
The initiative comes at a time when alcohol consumption is increasingly normalised in social settings, yet awareness around dependency and addiction remains limited. According to estimates, nearly one in five alcohol users in India may face addiction, but many continue without diagnosis or access to professional care, often held back by stigma or lack of understanding.
Kapoor said the idea for the campaign stemmed from a gap she has observed in public conversations. “The conversation around alcohol is either completely absent or deeply judgmental, and neither serves the people who actually need support,” she said. “Alcohol addiction is real, it’s clinical, and it affects people across every walk of life.”
Off the Rocks is designed as a long-term, multi-format effort rather than a one-off campaign. It will feature expert-led discussions, personal stories, and accessible content aimed at building awareness, reducing stigma, and guiding individuals towards professional help.
To ensure clinical depth, Kapoor has teamed up with Amaha, a full-spectrum mental health organisation with a large network of psychiatrists and psychologists. The organisation brings both infrastructure and expertise, particularly in treating moderate to severe mental health conditions, including alcohol use disorder.
“Addiction sits at the intersection of neuroscience, psychology, and lived experience, and remains one of the most stigmatised conditions we see,” said Amaha founder and CEO Amit Malik. He added that the initiative would help connect public awareness with credible, evidence-based care.
Amaha currently operates across multiple cities with in-person centres and digital services, offering therapy, psychiatry, and self-care tools in several languages. Its platform has reached millions globally, reflecting a growing demand for structured mental health support in India.
With Off the Rocks, Kapoor and Amaha are attempting to shift the narrative from blame to understanding, and from silence to support. If it succeeds, the initiative could help more people recognise when social drinking crosses the line and, more importantly, where to turn next.
