Consumers today have become far more socially-networked and value-conscious, with increased expectations from brands. This poses a challenge as well as an opportunity for marketers to unleash new marketing mantras. In this rapidly changing media and communication landscape, marketers have to address the growing demands through innovative formats. The beverage giant, Coca-Cola has captured the pulse of this new consumer and grabbed their attention through a host of innovative marketing techniques – be it through Coke Studio or the interactive vending machines.
Anupama Ahluwalia, Vice President – Marketing, India and South West Asia, The Coca-Cola Company shares the secret recipe behind Coke’s success, in an exclusive video interview with exchange4media. She strongly believes in focussing on the ‘screen to shelf’ strategy for all the brands.
She further explained that the strategy focusses not only on the media of connect but also makes sure that what they deliver on air or across media in terms of the brand’s promise, is also showcased on-ground. She explained this by giving the example of Coke Studio and the various ways it is providing unique content of Coke Studio through the coke bottles.
In this current scenario, when the economy is hit by a slowdown, marketers have started shrinking their budgets. However, she said that Coke continues to believe that is very important to invest.
It was also noticed that Coke started adapting its global ads in India, giving a hint that the brand is moving away from celebrity-driven advertising. However, Ahluwalia said, “Content always drives the talent that is being used for our creative strategies. Across our brands, we have ensured that we use the right talent to communicate our brand values. We have Salman Khan for Thums Up, Kareena Kapoor for Limca and the stars of ‘Student of the Year’ for Coke. We continue to use upcoming Bollywood actors to establish connect with the youth through share a Coke message.”
Talking about the shifting focus of ATL and BTL to digital, she stated that they are two sides of the same coin and they have to be leveraged holistically to establish connect with consumers.