Journey is the company’s digital magazine that has been recently introduced in India
Brand Equity spoke to Ishteyaque Amjad, vice-president, public affairs and communication, Coca Cola India and South West Asia, to understand why the company decided to bring Journey in India, a few global trends that the platform has been noticing and more.
Will it be right to call Journey, a media platform rather than just a corporate website?
Coca-Cola India Journey is a digital magazine. It is a multimedia-rich interactive digital platform that shares
You launched Journey three years ago. What’s the idea behind bringing it in India now?
Coca-Cola India’s Journey unravels untold editorial gems from the world of
How big is the team that will run the product? Any interesting hires?
We have a team of communication specialists to ensure there is engaging and relevant content on our India Journey platform. We also work with our agency partners, ex-journalists, and the exciting part is the employee-generated content to bring out the soft side of our business and brands. We have an in-house editorial team, too.
How different will it from the branded content work that you have been doing?
We believe there is so much to know about our brands but beyond that our business, our people, our sustainability initiatives, our unwavering commitment to the communities and planet, and it goes without saying our heritage and stories- there’s a lot to find about us. Journey is a window to our world. Just like we offer beverage choices to our consumers, we are offering choices in content to them. They can decide what they want to watch, read, share or discover.
What kind of content will we see on the website?
The visually-appealing content on Journey is showcased in an easily comprehensible form including infographics, images and videos that make for total infotainment.
The home page lists various sections containing brand-related information, opinions, stories about the lives of people and communities that the company has touched etc. There is a section on the rich heritage and remarkable history of the company. For the music lovers, there are top songs from Coke Studio, behind-the-song stories, and interesting facts about their favourite Coke Studio artists. The platform also contains fun facts, amusing trivia about the company and its loved brands and a plethora of recipes for consumers to try out.
Are you planning to monetise it, too?
Journey is meant to engage better with our consumers in a meaningful way. It brings out veritable and interesting narratives from the world of
Why do you think the product is the right fix when there is so much information floating on the Internet?
That makes this platform even more compelling. When in doubt, go to Journey- that’s how we want it to be. The most definitive source of knowing our stories is through us. We understand that people want to know more about us and we are facilitating that better.
Could you share some interesting readers’ trends that you spotted from other key markets?
The first journey was first launched in the U.S. toward the end of 2012. It was successful and we saw viewers were spending a fairly high time of 4 minutes and 40 seconds per story. It was only natural that we had local and customized versions of this publishing platform.
Over the last three years, the Journey family has grown to 20 plus sites, spanning more than 30 countries around the globe and 14 languages. Every local Journey is about cultural relevance, local teams, local challenges and local preferences. This doesn’t mean that content from elsewhere cannot be housed. It simply means only relevant content from across the globe will be published in the Indian magazine. This practice makes these local Journeys more effective and relatable. It is, of course, a lot of editorial work, meticulous planning, and a lot of research that comes together to provide a powerful storytelling experience to our readers, which we hope they will love just like they love our brands and beverages.
The article was originally published in Brand Equity