Coca-Cola India is expanding its consumer engagement initiatives across Gujarat during Navratri, leveraging the festive season to strengthen brand visibility and beverage sales opportunities through activations at Garba venues, pandals, local markets and popular gathering spots.
The company will participate in prominent destinations, including the United Garba Mahotsav, recognised as the world’s largest Garba celebration, and Lukshmi Vilas Palace Heritage Garba. It has also partnered with Rang Morla by Aditya Gadhvi, a popular Ahmedabad Garbapandal, as its beverage partner. The venue will feature beverage stalls, a Maaza mixology station and a dedicated selfie zone.
Coca-Cola’s Coke On Wheels initiative will improve access to chilled beverages, while Maaza will introduce mocktail sampling. Sprite will activate its Sprite X Spicy experience at local food destinations, and Thums Up will promote its snacking initiative through outlet-based engagement, interactive games and rewards. Minute Maid Pulpy Orange will conduct on-ground activations, while Kinley will offer hydration options at key festive locations.
Sundeep Bajoria, Vice President, Integrated Operations, Coca-Cola India & Southwest Asia, said the company aims to connect with consumers through local insights and its distribution, retail and bottling ecosystem, while helping them stay refreshed during celebrations.
The initiatives reflect Coca-Cola India’s strategy of using high-footfall cultural occasions to build consumer connections and bring its diverse beverage portfolio closer to customers. The company operates alongside its bottling partners through a network spanning more than six million retail outlets across India.