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Coca Cola India appoints John Ustas as CEO of bottling operations
MUMBAI: Coca Cola India has appointed John Ustas as the CEO of the company’s bottling operations with effect from 1 July.
This move has been made to help develop the company-owned organisations that will drive profitable growth, particularly in highly strategic and rapidly developing markets like India.
Ustas most recently served as managing director of Coca-Cola Drikker AS, the Norway bottling operations, where he led the creation of a strong, profitable bottler.
He has more than 23 years of experience in the beverage industry in the US and Europe and has a B.S. in finance from Northeastern University, an MBA from Pace University.
Ustas will work closely with the Coca-Cola India team and will report directly to Steve Buffington, regional director of Latin America and Asia for Bottling Investments.
“This move will help strengthen our management team in India and appropriately position us to capture a new level of success in one of our most important long-term growth markets,” a company statement said.
Vipul Saurabh, who is the current head of the company’s bottling operations in India, will work closely with Ustas over the next several months to ensure a smooth and successful transition.
Following this transition Saurabh will move to a challenging developmental role within our international bottling system, details of which will be announced at a later date.
Coca-Cola India is also on the lookout for a new chief financial officer (CFO). A company release informed that the changes to strengthen its finance team had been announced internally a month ago, when the present CFO Mark Roddy finished his tenure, who will move out in September. His replacement will be announced from Coca-Cola’s Atlanta headquarters.
The changes in the finance team will see Coca Cola India vice president finance – bottling operations Sanjeev Kumar moving to Atlanta, who will be executive assistant to Coke’s bottling investments president Irial Finan. Also, Coca Cola Zurich director finance Ravi Prakash has been brought back to the India operations.
Gaurav Duggal and Sunil Gupta have been promoted to deputy chief financial officers for the bottling operations.
“The company is fully Sarbanes-Oxley compliant, confirmed both by internal and external auditors as 31 December, 2004. The company regularly conducts internal audits of its operations, including financial and environmental audits,” the statement said.
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India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
