Coca-Cola has rolled out its nationwide marketing campaign, “The Lost Voices”, leveraging India’s passionate football fan base to strengthen consumer engagement during the FIFA World Cup season. Launched under the company’s global “Feel It All” platform, the campaign transforms the real, hoarse voices of devoted football supporters into the voice of Coca-Cola’s social media campaign, reinforcing the beverage giant’s long-standing association with FIFA® and its strategy of connecting with consumers through culturally relevant experiences.
The campaign highlights the enthusiasm of football fans across Kerala, Goa, Assam and West Bengal, where millions passionately support international teams despite India not having featured in the FIFA World Cup since 1955. Coca-Cola said recordings of genuine fans who lose their voices while cheering will be featured across its digital platforms throughout the tournament. Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India & Southwest Asia, said the initiative celebrates the shared emotions, rituals and communities that make the FIFA World Cup a global spectacle. Conceptualised by Ogilvy India, the campaign replaces actors with real fans to deliver authentic storytelling. SukeshNayak, Chief Creative Officer, Ogilvy India, said the campaign reflects the intense emotions of Indian supporters of teams such as Brazil and Argentina, making their lost voices the voice of the brand.
Kolkata, one of India’s largest football markets, is expected to be a key growth centre for the campaign. With a deeply entrenched football culture and high engagement during global tournaments, the city offers Coca-Cola an opportunity to boost brand visibility, consumer participation and beverage sales through football-themed activations. The campaign is also likely to resonate strongly across eastern India, where football enjoys a loyal and emotionally invested fan base, supporting Coca-Cola’s broader marketing and consumption strategy during the World Cup season.