Coca-Cola’s Record-Breaking Advertising Investment in India for ICC World Cup and Festive Season

Coca-Cola is about to embark on its most vast emblem advertising marketing campaign ever in India, with a focal point on the second half of of 2023. This most important initiative coincides with the ICC Men’s Cricket World Cup and the festive season, promising an upsurge in consumption, in keeping with Arnab Roy, Vice President of Marketing for Coca-Cola India and South-West Asia.

While the precise economic figures have now not been disclosed, it’s far defined as a vast a part of their universal investment all through the ICC World Cup. This event serves as a pivotal platform for increasing their business. Despite tough financial conditions and a “tough summer” marked through unseasonal rains, Coca-Cola anticipates that purchasers will spend across various categories during the festive season. They intention to draw purchasers with low cost packages.


According to Roy, this investment represents one of the maximum enormous outlays ever for Coca-Cola in India, overlaying each Q3 and Q4. The financing will come from both Coca-Cola and its bottling accomplice, Hindustan Coca-Cola Beverages.

Regarding advertising fees, Roy cited that ad spending within the December sector as a percent of the overall price range is five-7% better in comparison to the previous year. In FY22, Coca-Cola India’s marketing promotional prices were mentioned at Rs 737.Ninety seven crore.

Coca-Cola, the unique non-alcoholic beverage companion of the ICC till 2023, will sell its brands Thums Up and Limca Sportz, along with Sprite, throughout the ICC World Cup. The enterprise sees this occasion as a extensive opportunity to hold business momentum, not simply thru conventional emblem advertising but additionally through consumer advertising and working with retailers and distributors.

Despite experiencing challenges inside the summer time, Coca-Cola’s lengthy-term metrics stay robust, prompting persisted funding inside the commercial enterprise and its manufacturers. The ICC World Cup, in particular in smaller cities and rural India, offers an possibility to enlarge distribution. Coca-Cola anticipates sturdy demand, each in city and rural regions.

The enterprise is that specialize in optimizing call for thru inexpensive packaging and expanding its returnable glass bottle enterprise in India. They intention to maintain marketplace presence at Rs 10 and Rs 20 fee factors. Additionally, Coca-Cola is a lead sponsor of Disney Star, keeping one of a kind broadcast and media rights for both linear and digital systems of the ICC Men’s Cricket World Cup, along with the OTT platform Disney+ Hotstar.