Warc News – NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

Summary

  • NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.
  • “This year, we are seeing heightened activity and increased spending from Coca-Cola,” a senior media buyer told the Economic Times.
  • Coca-Cola is the main sponsor for OTT platform Hotstar, owned by Star India which has the IPL broadcast rights, while Thums Up and Sprite will sponsor branded segments on Tamil channels.
  • Coca-Cola is also rolling out its global Share a Coke campaign in India during the IPL, but rather than having individual names on bottles and cans, it is instead focusing on family relationships with words like Papa, Amma, Didi, Bhai and Maccha (a South Indian colloquial term) featuring instead.
  • While Coca-Cola is spending more heavily than before, these amounts are a fraction of what Star India needs to recoup from its massive investment in cricket, including the IPL, BCCI and ICC media rights.


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