MAM
Coca-Cola introduces “Real” marketing platform
ATLANTA US: The Coca-Cola Company has announced a new marketing platform for brand Coca-Cola, which reflects genuine, authentic moments in life and the natural role the brand plays in them.
The platform Coca-Cola … Real will be integrated across all of brand Coca-Cola’s marketing initiatives and properties — launching in the United States and rolling out in numerous markets around the world throughout 2003. Executions of the Coca-Cola … Real platform will vary in different parts of the world to ensure local relevance and connection.
When contacted McCann Ericsson said that as of now there are no plans to introduce the real platform into India as the beverage conglomerate already has developed successful desi themes. A coca cola official (India) refused to confirm or deny plans regarding the real platform.
Abroad the integrated platform launch includes a new advertising campaign, strong music and digital components, promotions, properties, one-to-one marketing initiatives, and new packaging and graphics. The advertising component of the Coca-Cola … Real marketing platform features television, radio, print, online, cinema and outdoor executions. Television advertising will debut on 13 January during the Coca-Cola-sponsored American Music Awards (AMA) on ABC. In India the show airs on Star World on 14 January at 6:30 am live.
The various spots, from a situation illustrating the real joys of having a roommate to a slightly embarrassing moment for a well-known actress, all capture moments in which “being real” and the real refreshment of Coca-Cola come together.
Chief Marketing Officer, Coca-Cola North America Chris Lowe said, ” Consumers today are telling us they want brands that are genuine, authentic and real. And these are values they associate more strongly with Coca-Cola than any other brand. Authenticity, originality and ‘real’ refreshment are part of our heritage, and what the brand has always stood for. That’s why ‘real’ is such relevant, natural turf for Coca-Cola. This platform expresses those values in a contemporary way.
These ads convey what consumers told us it means to ‘be real’ — being true to yourself, plugging in to life and connecting with others, with a natural optimism. Creatively, the upbeat tone of the campaign reflects the heart, fun and desire that are core characteristics of Coca-Cola.”
Coca-Cola’s online marketing is headlined by an MSN homepage redesign with Coca-Cola colors and background, and weeklong, exclusive behind-the-scenes clips of the new campaign and advertising locations on AOL and MTV.com.
Brands
Trent posts Rs 19,701 crore FY26 revenue, profit rises to Rs 1,968 crore
Q4 profit at Rs 455 crore; margins improve, net worth climbs to Rs 7,703 crore
MUMBAI: Retail therapy seems to be working for Trent Limited as much as for its shoppers. The Tata Group retail arm reported a steady performance for FY26, with revenue from operations rising to Rs 19,701.41 crore, up from Rs 16,668.11 crore in FY25. Total income for the year stood at Rs 20,075.87 crore, reflecting continued momentum across its retail formats.
Profit before tax came in at Rs 2,511.54 crore for the year, compared to Rs 2,076.62 crore a year earlier. After accounting for taxes of Rs 543.72 crore, net profit rose to Rs 1,967.82 crore, marking a clear improvement from Rs 1,584.84 crore in FY25.
For the March quarter, the company reported revenue of Rs 4,936.64 crore and total income of Rs 4,997.71 crore. Profit before tax stood at Rs 576.46 crore, while net profit came in at Rs 454.75 crore, up from Rs 349.92 crore in the same quarter last year.
On the cost front, total expenses for FY26 rose to Rs 17,538.54 crore, driven by higher stock purchases of Rs 11,170.44 crore and increased occupancy costs at Rs 1,652.69 crore. Employee benefit expenses also edged up to Rs 1,222.04 crore, reflecting continued expansion.
Operationally, the company maintained stable efficiency metrics. Operating margin improved to 11.88 per cent from 11.29 per cent, while net profit margin rose to 9.99 per cent from 9.51 per cent. The interest service coverage ratio stood strong at 16.76, indicating comfortable debt servicing capacity.
Trent’s balance sheet also strengthened during the year. Net worth increased to Rs 7,702.80 crore from Rs 5,914.40 crore, while total assets expanded to Rs 12,225.71 crore. The debt-to-equity ratio improved to 0.33 from 0.38, signalling a more balanced capital structure.
Cash flow from operations rose to Rs 2,630.19 crore, compared to Rs 1,668.26 crore in the previous year, even as the company continued to invest in expansion, with capital expenditure and investments weighing on investing cash flows.
With consistent growth across revenue, profitability, and margins, Trent’s FY26 performance suggests a retailer scaling steadily ringing up gains not just at the checkout, but across the balance sheet.
