Coca Cola India takes festive beverage push across Maharashtra

MUMBAI: Coca Cola India is adding some fizz to the festive season, taking its beverage brands from neighbourhood societies and pandals to bustling transit routes and food hubs across Maharashtra and other regions.

The company is expanding consumer engagement around the festivities with activations designed to meet people where celebrations happen, while also focusing on the availability of its beverages through local retail outlets. The programme spans housing societies, festive pandals, eateries, high footfall locations and on the go consumption occasions.

Maaza is taking the community route with its Maaza Society Anandotsav, which will bring experiences to housing societies across the region. Winning neighbourhoods will receive prizes along with an opportunity to meet brand ambassadors Riteish and Genelia.

For consumers navigating crowded festive hotspots, Coke On Wheels will bring chilled Coca Cola beverages directly to busy locations and transit routes. The brand is also partnering with local eateries and food hubs on special meal combos, pairing festive food with an “AAAAAH with Coke” moment.

Sprite, meanwhile, is turning up the heat with its Sprite X Spicy activation at festive pandals. The Sprite X Spicy Pandal Trail will encourage consumers to visit multiple pandals and take on spicy food challenges, with a Sprite X Spicy Stamp Book allowing participants to collect stamps and unlock Sprite merchandise.

Consumers collecting three stamps will also get a chance to enter a lucky draw to win a trip to Korea, adding a travel twist to the food and beverage trail.

Kinley is focusing on those keeping the city moving through the festive rush. Packaged drinking water was handed to traffic police on duty, while the brand will also bring officers and their families together for a festival celebration featuring traditional experiences and an exclusive surprise pandal. Kinley’s festive push also extends to its packaging, with special festive labels on bottles.

Minute Maid is taking its fruit beverages to high footfall pandal hotspots through on the go sampling. Consumers will be able to try Nimbu Fresh, Mixed Fruit and Apple during the festive period, giving the brand a presence where crowds and celebrations converge.

Greishma Singh, Vice President Marketing, Coca Cola India and South West Asia, said festivals bring families and communities together around traditions, food and shared experiences. She said the company’s beverage portfolio is being used across neighbourhood celebrations, pandals, family meals and on the go occasions to complement different ways of celebrating.

The wider programme brings together Coca Cola India’s portfolio across multiple consumer touchpoints, from local stores and housing societies to eating clusters, pandals and transit hotspots. Rather than relying on a single festive activation, the brands are spreading their presence across the many stops that make up the season’s celebrations.