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
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
