Coca-Cola returns Coke Studio to promote the brand

New Delhi: beverage manufacturer Coca Colawhich returns its global music property Cox Studio in India, after an eight-year hiatus and rebranding as Coke Studio Bharat ahead of peak summer, is betting on a “cultural connection” to promote the Coke brand in India.

“This is a long-term strategy to penetrate every region of India. It is very important for a brand like Coke to flourish. Coke Studio can do the job.” – Coca-Cola VP of Marketing for India and Southwest Asia. Arnab Roy ET said in an interview.

Referring to Coke Studio Pakistan being the largest music platform market in the world, Roy said, “In Pakistan, Coke is now the number one brand. Ten years ago, Pepsi was the market leader there. The biggest growth driver for the Coke brand in Pakistan has been Coke Studio.”

In India, global brand Coca-Cola lags behind its other homegrown brands Thumbs up and lime-lemon drink Spritein terms of market share.

The regionalization of Coke Studio is linked to Coca-Cola’s overall strategy to grab a share of dozens of smaller, hyper-local soft drink brands.