Called Coca Cola Hum Saath Saatch Hain ("We're Together"), the campaign revolves around Diwali activities such as family, togetherness, giving gifts and shopping.
The campaign includes a new TV commercial promoting family togetherness. Company research on teenagers' values revealed that the appeal of family bonds extends to that age group as well.
There's also a promotion in which all Coke bottle caps will carry a scrambled message that can only be read through a magic window encoder to be distributed with every bottle. Some caps will carry prizes.
Copyright October 1999, Crain Communications Inc.