India has unveiled for the very first time a corporate campaign in line with its growth strategy. An integrated communication initiative, 'Little Drops of Joy' will connect with each of the stakeholders in the country, from consumers, to investors, NGOs and regulators.
The campaign, a series of two films currently, communicates the fact that small moments of joy can only be experienced, and Coca-Cola reaffirms its commitment to stand for this through the communication. Talking about the campaign, Prasoon Joshi, executive chairman and regional creative director, South and South East Asia, McCann Erickson, says, "We at Coca-Cola are not saying that we cause miracles, and we don't claim to transform lives, we simply envelop one moment with joy."
The 'Little Drops of Joy' campaign will be a 360-degree campaign, which will essentially include communication through television, print and the Internet. Being an umbrella campaign, it will not only encompass the communication about the products of the company, but also the community efforts taken up by it. The campaign will be independent of the product advertisements that are released from time to time.
Venkatesh Kini, vice-president, marketing, Coca-Cola India, says, "India is witnessing a change in consumption patterns. With the world becoming a smaller place, earnings on a rise, and a lot of Indians learning how to connect to new media and technology, lifestyles are getting redefined. We wish to connect with the consumers at their level, for which a change in our perspective was required, and so this communication. We need to tell the consumer that we are more than just a beverage selling company, we are, and at least try to be, a part of their small moments of happiness."
The campaign for Minute Maid, the company's first ever juice-based drink was also brought out for a national rollout. In April-May 2006, Minute Maid, the pulpy orange drink, was test-marketed in Hyderabad, followed by a phased footprint rollout in the South in Tamil Nadu, Andhra Pradesh and Karnataka, and then in the North in Punjab, Haryana and Himachal Pradesh. A campaign for this, featuring well-known VJ, Nikhil Chinappa, is in place.
Coca-Cola also began test marketing Mazaa Aam Panna, the green mango juice drink in June this year. It is looking at exploring a wide variety of beverage opportunities such as energy drinks, sports drinks, flavoured water and juices to expand its portfolio.
A five pillar growth strategy was revealed by the company, focusing on the five Ps: people, planet, portfolio, partners and performance. The company plans to set up a Coca-Cola University, for learning and capability building activities for employees, bottlers and key customers. To serve the planet, it aims to reach zero water balance by 2009 and to provide drinking water solutions in 1,000 schools by 2010. Strengthening its partnership with retailers, Coca-Cola is looking at setting up a retail university to help retailers build their skills to compete in the dynamic retail environment.