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
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
