Coca-Cola India strengthened consumer engagement during Durga Puja through a series of localised marketing initiatives, combining cultural experiences, food partnerships and beverage sampling across West Bengal.
The company activated its beverage portfolio across residential neighbourhoods, popular food destinations, retail outlets and pandals. Maaza, its home-grown billion-dollar brand, introduced festive installations, photo opportunities, Kolkata Mixology mocktails and MaazaAamontron, celebrating Bengal’s tradition of invitations and family reunions. Coca-Cola also used LaalMejheadda spaces to connect with Kolkata’s tradition of social gatherings.
Sprite launched the Sprite x Spicy Pujo Challenge, transforming popular food streets into interactive hubs through gamification, branded carts, food-outlet touchpoints and pandal-hopping kits. Thums Up partnered with popular biryani outlets, while Kinley’s Festivals of Trust initiative honoureddhakis and their families. Minute Maid and Powerade offered sampling of beverages, including Nimbu Fresh, Mixed Fruit and Apple, at high-footfall pandal locations. Availability across retail outlets, temporary stalls and quick-commerce platforms supported consumer access.
Sundeep Bajoria, Vice President, Integrated Operations, Coca-Cola India & Southwest Asia, said the company focused on combining its beverage portfolio with local insights and strong distribution and retail networks.
In Kolkata, the activations highlighted the commercial potential of Durga Puja, when increased consumer movement, food consumption and social gatherings create opportunities for beverage brands, retailers and food-service partners to strengthen visibility and consumer engagement.
