Coca-Cola seeks to ‘Burn’ its path in the fashion scene

Coca-Cola India has come up with a unique initiative for its energy drink Burn. Christened ‘Burn Curate’, this initiative seeks to provide an opportunity for young students of fashion designing to show their creative abilities. The winning design will be displayed at the Wills India Fashion Week (WIFW) - March 2010 Season across five days and will be entitled to a cash prize of Rs 50,000

e4m by Shanta Saikia
Updated: Mar 17, 2010 9:43 AM
Coca-Cola seeks to ‘Burn’ its path in the fashion scene

Coca-Cola India has come up with a unique initiative for its energy drink Burn. Christened ‘Burn Curate’, this initiative seeks to provide an opportunity for young students of fashion designing to show their creative abilities. The winning design will be displayed at the Wills India Fashion Week (WIFW) - March 2010 Season across five days and will be entitled to a cash prize of Rs 50,000.

In an email interaction, Avinash Pant, Director Marketing - Stills, Coca-Cola India, explained, “Burn, as we position it, is the energy, the fuel that helps turn dreams into reality. Burn Curate is a platform to nurture creativity from its nascence. Burn desires to promote fearless creativity and expressions. Fashion industry symbolises these values and the premium associated with an energy drink such as Burn and hence, we are actively associating the brand with this industry/ community.”

Coca-Cola had carried out a similar activation in Mumbai as a precursor to the Lakme India Fashion Week. Young and budding designers were given an opportunity to showcase their talent in creating a limited edition design inspired by the Burn cans. The winning design created by NIFT was unveiled by designer Rocky S on Day 1 of the Lakme India Fashion Week and the winners were awarded a cash reward of Rs 50,000.

Pant added, “We had received a very good response from Mumbai. We had identified 15 fashion schools in Mumbai and more than 400-500 students participated in the competition. Our estimates indicate that Delhi and Mumbai are populated by young, trend setting adults. Additionally, these are also the largest energy drink consuming markets in India. So, we have focused on tapping the young adults in these cities. However, we continue to explore opportunities and would let you know as soon as our plans fructify.”

On how the students gain from this initiative, Pant said, “Burn connotes fearlessness, creativity and fierce expression and it is the energy that helps turn dreams into reality. We strongly feel that Burn Curate corroborates in a unique way to engage with young creative minds that sport the right zeal and attitude to reach out to newer heights. We are challenging young minds to design a haute couture piece using Burn Energy Drink cans. With this unique concept, Burn will enable budding artists to showcase their creativity to the fashion fraternity at large and we are confident that this concept will be extremely appealing and will hit off with the youngsters. Burn Curate is just that project that allows us to inspire and promote new talent emerging within the industry.”

On the promotion plans he said, “Simultaneously, Burn is also engaging in intensive below-the-line activation programmes, involving large-scale sampling and presence at engaging touch points involving fashion, music and performing arts. Going forward, we intend to further intensify activations and provide scale to our aggressive yet exclusive consumer activation programme. Apart from on-ground activation, we are also in the process of launching the Burn Curate website to further this initiative.”

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