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Arun Mohan, 33, Senior Brand Manager, Minute Maid, Coca-Cola India

Mohan's primary objective is to grow the Minute Maid franchise "disproportionately"

Almost a decade ago Mohan joined the cola major as a management trainee. From there he went on to manage front-line sales and was in marketing operations roles before moving into the consumer marketing team in 2014.

Today, his primary objective is to grow the Minute Maid franchise ‘disproportionately,’ which, he admits, looks deceptively simple. “Data tells us that consumers are becoming increasingly health conscious and are shifting away from carbonated drinks. However, despite growing faster than carbonated beverages, packaged juices was still just one-fourth in relative size. My intuition told me that consumers hesitate to enter the category as they are unsure of the authenticity of packaged juices.”

Naturally, his most challenging task on Minute Maid was to build consumer trust. He says, “We also know that fruits are nutrient-rich and are enjoyed in various formats across different occasions. Therefore, Minute Maid should also have multiple platforms. At the same time, the brand needed to have a core identity that brings all platforms together under one umbrella – a master brand identity.”

It was multi-layered challenge. Mohan tells us given the context of building authenticity as a core value, the ‘Ras Ras Mein India’ campaign was crafted to showcase the never-seen-before provenance story of the fruit. It worked well and the master brand identity gained traction. Mohan and his team then used data from consumer research and in sighting to create new platforms like Minute Maid Smoothie (blend of fruit puree and milk) that opened up previously untapped consumer need-states, added new drinkers and expanded the franchise.

“The journey on Minute Maid has just begun, and we have a long way to go, but I feel that we are on the right track. In a world that is increasingly becoming attention-scarce, I believe that combining intuition, data and technology with an insight-led approach can help create soul-stirring campaigns and unlock significant growth for the business.” 

This article was originally published in ET Brand Equity