Coke campaign ushers India's Diwali season

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MUMBAI--Coca-Cola Co. is launching an aggressive multimedia campaign in India in time for the forthcoming Diwali festival season.

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.

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