This IPL, Coca Cola becomes India's third most visible advertiser with 330 million views

The beverage company involved some of its most popular brands to make all the right noises this IPL season; Garners 400 million views cumulative reach in peak summer (April-May) in eight languages

e4m by exchange4media Staff
Updated: Jun 13, 2018 11:59 AM

Ever since The Coca‑Cola Company first sponsored a TV show on a US network back in 1950, their advertising has appeared on television screens around the globe in many different, often memorable forms. Keeping up with its unforgettable advertisements and magical moments in relationships between people, this year The Coca Cola Company left advertisers clean-bowled yet again with their IPL campaign.
The master campaign help the brand make up to 400 million views cumulative reach in peak summer (April-May) in eight languages. It also fetched them 1.3 million transactions and 12250 Share A Coke engagements.

“We activated a sharply segmented Connections Strategy across the portfolio. Seven brands clearly differentiated across the multiple language and platform feeds initiated first time by the Star Network,” explains Aditi Mishra, CSO Lodestar UM. “Our proprietary Moment Planning Approach pegged each piece of communication in the right context, at the right time, at the right place, building strong local impact,” she added.

The campaign

Brand Coke launched its global Share-a- Coke campaign in India on this platform. Based on a unique cultural insight around strength of relationships, innovative bottles and cans celebrating 18 relationships in 12 different languages were launched in the market. Dynamic Moments planning on air and online brought this story alive for the entire cricket viewing audience. For the first time a series of contextual placements on the live match celebrated these relationships. Share-a-Coke emoticons integrated during the play along and broadcast with pan India mid rolls and special bumpers across regional languages amplified the message. A 20-member war room with real time content creators tracked IPL, responding real time by designing multiple formats like cinemagraphs, gifs, boomerangs etc. seeding them across social media leveraging multiple brand assets. Brand Lift study of the campaign stamped their success in connecting Brand Coke to relationships.

Shashi Sinha, CEO, IPG Mediabrands, said, “The very successful launch of Share A Coke Live on IPL across all the platforms and the custom-made content across every match made IPL evenings to look forward to for the viewers. IPL for Coca-Cola is a story of betting big, betting right and creating magical moments on screen across the portfolio of brands.”

To address multiple Indian population, Thums Up took the overall sponsorship on C&S TV with Maaza leading DD. Brand Coke had the pride of place on Hotstar. This enabled the beverage mammoth to be the third most visible brand reaching over 330Mn viewers. All the Coca Cola summer campaigns leveraged on this magnum opus to drive eyeballs as well as consumption across the season.

Smaller brands in the portfolio got the benefit of this mileage as well garnering GRPs for brands like Limca, Smartwater and Rimzim. On ground tie up with teams like Delhi Daredevils, Mumbai Indians, Kings XI Punjab and Hyderabad Sunrisers in key markets supported through intense fan engagements across social platforms enhanced positive sentiment and 198K brand conversations.

Sprite brand adopted a regional route to success. Sprite Refreshing Moments custom segments showing key moments from the game aired across Cricket Live in Tamil, Kannada and Bengali feeds. Special L shaped bands across the game along with squeeze ups enhanced the TVC story. Contests giving away VIP tickets with a meet and greet with the team on ground gave the brand a lift in key markets.

Thums Up, as the lead sponsor, led the communication with its new variant Thums Up Charged. Special integrations brought the toofani message alive with Thums Up Charged Shots on TV. A partnership with the much awaited movie – Avengers was the next step in Thums Up bringing Toofani experiences for its audience. A customized can set was launched on the IPL platform with the key movie characters building excitement and driving the collectors. A study by Kantar proved the power of the campaign by showcasing the high recall of brand Thums Up with Avengers.

Over 16 hours of trending with social media handshakes across billions of impressions enhanced overall impact of Coca Cola brands in the market. Targeting different consumers across markets, each brands found a niche to tell its story and get more fans into their fold. Hema Malik, COO, Lodestar UM, said, “Therefore, what came to us as a challenge, was converted to an opportunity across the varied platforms that IPL offered. It was heartening to see thousands of advocates and lovers of the brands celebrate the season making it a blockbuster summer for Coca-Cola brands.”

How it became all the rage:

The campaign fetched the brand 1.3 million transactions, 12250 share-a-Coke engagements and 2,000 on Sprite.
The brand was present across 17 channels in eight languages. It made up to 414 million views on Star Network, 46 million on Doordarshan Sports and fetched 21% share of total television viewership. 
Coca-Cola became India's 3rd most visible advertiser with its ads viewed by 330 million. 

On top of the game
Coca-Cola India ensured it was on the top of its social game. This fetched them 8 billion impressions on social, created a fan-engagement of 8 million, drove 198k conversations done in 6 languages  and 6 national trends with 16 hrs of trending on Twitter. Brand conversations went up by 2500+ with 23% positive sentiment.
On-ground: Coke India team
Digital & Social: Coke Samvaad Team

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