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Coca-Cola launches ‘Coca-Cola Speed Jamming’ to tap youth market

10-May-2007
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Coca-Cola launches ‘Coca-Cola Speed Jamming’ to tap youth market

Coca-Cola has launched an initiative called ‘Coca-Cola Speed Jamming’, targetting young consumers across the nation. This initiative takes forward the Coca-Cola summer campaign ‘Sabka Thanda Ek’, focussing primarily on the youth, by providing an interactive platform. To drive the initiative, a 360-degree integrated communication campaign including leveraging digital platforms like mobile phones and the Internet is being rolled out. The campaign is in association with CDMA Mobile Companies and Jump Games.

Kashmira Chadha, Director-Marketing, Coca-Cola India, said, “Coca-Cola’s latest summer campaign ‘Sabka Thanda Ek’ is all about bringing people closer together. The launch of ‘Coca-Cola Speed Jamming’ takes the same thought forward and is the youthful expression of the campaign. The first-of-its-kind innovation has been specially designed to leverage the power of digital technology. The initiative gives youngsters an ideal opportunity to socially connect and also interact with like-minded people.”

The on-ground leg of the initiative would be complimented by the digital platforms. A nationwide ‘Mega Hunt’ for Coca-Cola’s ‘Coolest Couple’ is being launched across five cities -- Delhi, Mumbai, Bangalore, Chandigarh and Pune. Consumers can participate in the Speed Jamming initiative either by logging on to Coca-Cola’s interactive site www.myenjoyzone.com or through the mobile digital platform i.e., CDMA Mobile Phones.

Speaking on the partnership, Salil Bhargava, CEO, Jump Games, commented, “Speed Jamming is targetted at youngsters with a desire for ‘speed’ and is in-sync with Coca-Cola’s brand thought of ‘connect’. We are happy to partner with Coca-Cola for this unique initiative to connect with the youth of today and offering them an interactive experience.”

He added, “There is an increased interest in and demand for personal expression among the youth, and the digital platform of the Internet and mobile gives youngsters a wider opportunity to connect. Tapping the pulse of the youth, Speed Jamming offers an excellent platform for young people to interact with each other, giving them an opportunity to create their own profile, chat, make and meet friends online.”

In terms of leveraging the initiative through the power of the Internet and CDMA Mobiles, the service would be available to Reliance CDMA mobile customers. An official communiqué informed that in addition to Reliance, talks are also on with Tata Indicom.

All competing participants will be judged by experts on their overall attitude, sense of humour, presence of mind and through an interactive rapid-fire session. The participants at the grand finale in Mumbai would also get a chance to win prizes like motor bikes, i-Pods and also get to meet Bollywood super star and style icon Hrithik Roshan.

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