Coca-Cola hunts for Olympic torchbearers

Company press release, February 26, 2004

New Delhi

Coca-Cola India today announced the launch of its Olympic Torch Bearer nomination programs to select 42 torchbearers and 7 escort runners who will proudly represent India in one of the most far-reaching participatory events in human history - the first truly global relay of the Olympic Flame on June 10, 2004. These programs include essay competition for school students, a radio phone-in nomination program and key account activation in New Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad.

"We are overjoyed about providing people in India the once-in-a-lifetime experience of being part of the first truly global Olympic Torch Relay," said Sanjiv Gupta, President & CEO, Coca-Cola India. "This is a wonderful opportunity for the community to share in the magic of the Olympic Games and show what the Olympic spirit means to India."

Coca-Cola India's programs for selecting the torchbearers are designed around the theme of 'Recognize Inspiration'. For the ATHENS 2004 Olympic Torch Relay in New Delhi, Coca-Cola is looking for torchbearer candidates who are an inspiration to those around them through their celebration of fundamental values such as friendship and peace; or by encouraging the participation of others; or by dedicating themselves to "making a difference"; or by keeping traditions alive in order to contribute a better world.

Accordingly, the students will be encouraged to write an essay on the person who inspires them the most. And likewise, the nomination forms at key accounts such as McDonald's, Food World and Dominoes will require the consumer to nominate a person who inspires them and the same goes for the radio activation, where listeners can call in FM radio station like Radio Mirchi and nominate the person of their choice. The nominations for all the above mentioned activities will be screened by a panel of distinguished judges and the lucky few will be invited to New Delhi by Coca-Cola to participate in this historic event.

Coca-Cola, which has more experience in identifying torchbearers than any other organization in the history of the Olympic Torch Relay, typically passes the large majority of the opportunities to carry the Olympic Flame to consumers, and this event will be no different. In recent years, for example, local citizens have been selected as torchbearers based on their heroism, leadership or achievement in the community; for their personal stories that have inspired others; through local sports competitions; or through Coca-Cola promotions that further give every consumer an equal chance to participate.

All torchbearers will carry an Olympic Torch and will pass the flame from torch to torch at designated exchange points along the route in each city. Each torchbearer will carry the flame approximately 300-to-500 meters. Details of the final Relay route in New Delhi will be announced closer to the arrival of the Olympic Flame here.

Each torchbearer in the worldwide Relay will be accompanied by an escort runner. The escort runners - many also selected by Coca-Cola - will provide assistance to torchbearers, if needed, and help keep the pace of the Relay on schedule. Each escort runner will travel with the Olympic Flame for approximately 2,000 meters.

The "ATHENS 2004 Olympic Torch Relay," which begins in late May, will be the first relay of the Olympic Flame - one of the most-powerful symbols in the world - to effectively circle the earth. The ATHENS 2004 Olympic Torch Relay route includes every city that has hosted the summer Olympic Games, as well as Beijing (the 2008 Games host); Brussels, Belgium; Cairo, Egypt; Cape Town, South Africa; Geneva, Switzerland; Istanbul, Turkey; Kiev, Ukraine; Lausanne, Switzerland; New Delhi, India; New York; Nicosia, Cyprus; Rio de Janeiro, Brazil; and Sofia, Bulgaria.

For the first time, the event brings the Olympic Flame to Africa and South America and includes all five continents represented by the Olympic Rings, and the theme established by the Athens Organizing Committee for the "ATHENS 2004 Olympic Torch Relay" is, "Pass the Flame, Unite the World."

Additional Information on the Olympic Torch Relay

The Olympic Flame by tradition will be ignited by the sun's rays in the ancient Greek city of Olympia. After the flame is lighted, it will spend a short period in Greece and then travel the world for 35 days, visiting 33 cities in 26 countries before returning to Greece for the final segments of the Torch Relay. In addition to being carried by torchbearers, the Olympic Flame will travel via automobile, airplane, train, ship, bicycle, camel and other modes of transportation.

On Aug. 13, 2004, the flame's journey will culminate with the lighting of the cauldron in the Olympic Stadium of Athens, commencing the Games of the XXVIII Olympiad.

Coca-Cola has been continuously associated with the Olympic Games for more than 75 years - longer than any other corporate sponsor. Olympic programs such as the "ATHENS 2004 Olympic Torch Relay" give Coca-Cola the opportunity to share the Olympic spirit around the world.

Coca-Cola and other products of The Coca-Cola Company help refresh athletes, volunteers, officials and spectators during the Olympic Games. In addition to the Olympic Torch Relay, Coca-Cola has created popular activities at the Games themselves, such as signature Coca-Cola Olympic Pin Trading Centers and Coca-Cola Radio. The Coca-Cola Company also works closely with National Olympic Committees around the world to assist athletes in training for the Olympic Games.

For details contact:

Parul Bhasin

Direct 24316369

Fax 24315979

Email mediateam1@perfectrelations.com