Courtesy Coca-Cola, 13,000 Indians will make history on June 12, when the world’s largest-ever, digitally produced Photomosaic® Flag gets unveiled at Arena de Sao Paulo
The “City of Joy” and India’s football capital has begun celebrating the beginning of the greatest football spectacle on the Planet. Coca-Cola, one of the longest serving corporate partners of the FIFA World Cup™ will add to the fervour by organizing a series of exciting consumer engagement initiatives. Starting tomorrow, Coca-Cola India is flagging off its ‘Happiness Canters’ across Kolkata and Howrah till end of this month. These canters will give consumers a chance to win exclusive and original Coca-Cola FIFA merchandise including footballs, T-shirts, caps, sippers, wrist bands etc. by participating in fun games.
Coca Cola will also be going to 14 selected places in Kolkata and upcountry Bengal where they will engage the masses in an evening of fun and happiness activities and games connected with football.
Starting 4th July, Coca-Cola, for the first time ever, will be creating Fan Parks in two major locations in Kolkata and Howrah. The two mega carnivals will not just include large format LIVE screening select FIFA matches (quarter finals, semi- finals and finals) but also organize fun games, food stalls, Fan art, Coca-Cola refreshment counters and an opportunity for fans to win original Coca-Cola FIFA Merchandise. The company has tied up with 92.7 FM to ensure football lovers get regular updates about Coca-Cola FIFA activation across the city.
Also awaiting Kolkatans and all Indians is a chance to make history when 13,200 football lovers from India will feature in the “The Happiness Flag” – the largest-ever, digitally produced Photomosaic® Flag. The Flag is part of the Coca-Cola 2014 FIFA World CupTM campaign, ‘The World’s Cup’ – launched with the goal of creating the most inclusive FIFA World CupTM Coca-Cola campaign ever. The flag will be unveiled on the football pitch at Arena de Sao Paulo on June 12, 2014.
While there are only 32 countries that are represented by their national football teams in the 2014 FIFA World CupTM, this flag provides an opportunity to football fans from across the world to make it to the football pitch at The digital version of the flag will be live on www.happinessflag.com where consumers will be able to see an aerial shot of the flag and hover over the mosaic to explore the photos. Fans who submitted photos will receive an email from Coca-Cola with a link to see exactly where they were on the flag – and on the pitch and are encouraged to share their photo using #worldscup.
The digital version of the flag will be live on www.happinessflag.com where consumers will be able to see an aerial shot of the flag and hover over the mosaic to explore the photos. Fans who submitted photos will receive an email from Coca-Cola with a link to see exactly where they were on the flag – and on the pitch and are encouraged to share their photo using #worldscup.
Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India said, “Football is everyone’s sport and Coca-Cola is everyone’s beverage. The FIFA World Cup at Brazil 2014 provides the world’s leading beverage brand – Coca-Cola – an opportunity to help celebrate football as a “force for good”. Our programs and initiatives around the football World Cup will leverage our existing partnerships in the arena of grassroots football as well as our global scale and local activations. While our association with football in India and across the world has been long standing, the month long carnival of football, will give us another opportunity to bring people together just like we did during the Coca-Cola FIFA World Cup™ Trophy Tour in December last year”.
Coca-Cola India has also rolled out over 10 million limited edition of the Coca-Cola Brasil cans across the country, in celebration of the upcoming FIFA World Cup.
More about the Coca-Cola ‘Happiness Flag’
Over 200,000 fan images from 207 countries have been used for “The Happiness Flag” to recreate a unique design developed by Brazilian street artist Speto in collaboration with Argentinian artist Tec. The flag has been digitally-produced by Robert Silvers, the inventor of Photomosaic technology.
“The Happiness Flag” will be placed on the pitch ahead of the opening match of the 2014 FIFA World Cup™ in front of an estimated global audience of over 1 billion people. Formed of 192 printed nylon fabric panels, the Flag has been stitched together to deliver an epic 3,015 square meter piece of art, covering almost the entirety of the playing surface.
About Coca-Cola India
Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola system in India has registered 31 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.The Coca-Cola system in India has registered 31 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.
The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the “Support My School” program – a movement for healthy, active, happy schools, the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.
For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com