Coca-Cola India unveiled its Corporate Campaign under the theme "Little Drops of Joy” to the associates & the Media. The campaign launched, aims to connect with diverse stakeholders & reaffirms what Coca-Cola India has always stood for- being part of little moments of joy in the daily lives of consumers. The 360 degree communication initiative includes both above & below the line activities including the on-line space, www.coca-colaindia.com.

Speaking to the associates & later to the media, Atul Singh, President & CEO, Coca-Cola India said, "Coca-Cola India has continuously engaged with a large number of stakeholders, incorporating their learnings in refining its strategy in India. The Integrated Communication platform of “Little Drops of Joy” is a tribute to their valuable inputs & truly depicts what the Company has always stood for.”

Also present at the event was acclaimed advertising Guru & Bollywood songwriter, Prasoon Joshi, Executive Chairman & Regional Creative Director- South & South East Asia. Explaining the thought behind the concept of “Little drops of Joy”, Prasoon said, “The entire communication in a very humble & engaging manner reminds us all, that the best things in life can only be experienced. Hence, Coca-Cola in India just doesn’t quench thirst; it recharges one’s soul, for a moment, one drop at a time which is what we’ve tried to capture in the Manifesto.”

Manifesto

A mighty ocean we’re not.
But we are the little drops that make one.
Because small things go a long way. At Coca-Cola India,
we believe that there’s more to a little sip.
It’s the moment of truth. A second of satisfaction.
An instant of happiness. A bubble of hope.
Because we don’t quench your thirst. We recharge your soul.
For one moment. One drop at a time.

Prasoon also shared both Print & Electronic advertising supporting the campaign communicating that what is very Coca-Cola & real about it is that we don’t transform lives, but simply envelop one moment with joy.

A special innovation zone was set up under the theme of “Little Drops of Joy” showcasing Coca-Cola Red Lounge, Coca-Cola Gym & Spa, Coca-Cola Home, Bar & Coca-Cola Communities. Products from Coca-Cola portfolio world wide were also sampled at the event for Coca-Cola associates & the media.

Atul Singh, President & CEO, Coca-Cola India speaks to NDTV Profit on the 'New Corporate Campaign'

Press coverage on 'Little Drops of Joy' :

• Coke looks to India for global services
• Coke’s expansion Plans
• Coca-Cola counts on Indian drops of joy
• Coca-Cola looks to India for global Services
• Coca-Cola plans to set up an Equipment testing Centre in Hyderabad