theweekendreview
COCA-COLA UNVEILS VITINGO AT ₹5 IN BID TO BOOST REACH
Coca-Cola India Pvt. Ltd on Thursday introduced the Minute Maid Vitingo, a water soluble powder priced at ₹5 per sachet, reviving a popular yet controversial price point that it discontinued 14 years ago. The purpose: get more people to try Coca-Cola products.
In 2000, the Indian unit of American beverages maker The Coca-Cola Co. had introduced ₹5 bottles of Coca-Cola, which was followed by rival PepsiCo with its own beverage at the same price. Coca-Cola ended the ₹5 bottles in 2004.
“The ₹5 price point will increase our reach, especially to the segment which cannot afford most of the packaged beverages. Nutrition is a category we would be focusing on in future. The aim is to bring products that have connects with the country’s socio-economic needs. And Vitingo fits in perfectly,” said T. Krishnakumar, president, CocaCola India and South-west Asia.
Coca-Cola’s Vitingo will have to compete with dominant Glucon-D, a similar product by American food firm The Kraft Heinz Co. and home-grown packaged goods maker Dabur India Ltd’s Glucose-D, among others.
DIGITAL AD SPENDS IN INDIA SEEN CROSSING ₹12,000 CR THIS YEAR
The digital advertising spend is estimated to grow at a compound annual growth rate (CAGR) of 30% to touch ₹12,046 crore by 2018, on the back of increased consumer trust in online ads, said a report jointly published by the Internet and Mobile Association of India (IAMAI) and Kantar IMRB.
The share of digital spending is expected to be about 16% of the total ad spends estimated to be around ₹59,000 crore this year. Digital spends stood at ₹9,266 crore in 2017, growing at 27% over 2016.
Noting that the relevance of digital advertising has gone up as consumers have started trusting online ads, Subho Ray, president, IAMAI said: “The proportion of internet users who believe that online ads are informative and that they help them in finding the right product or service they were searching for, is greater than in 2016.”
LIMCA RETURNS WITH A FLIRTATIOUS CAMPAIGN FOR SUMMER
Limca, the lemon flavoured drink from Coca-Cola India, has rolled out a summer campaign with a new tagline ‘Chadha le taazgi’.
The campaign combines freshness and flirtation, two quintessential elements associated with the beverage brand’s advertising.
Made by advertising agency Leo Burnett India, the spot features a young man trying to get a bottle of Limca from his beloved. The couple indulges in a tease as a contemporary version of Bollywood’s classic song from the film Samadhi ‘Gore Gore, O Banke Chhore’ plays in the background. Like the brand’s previous campaigns, the ad continues to harp on Limca’s thirst quenching attribute.