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Coke plans festive bonanza

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MUMBAI: With the brouhaha over the pesticide controversy having died down for the cola majors, Coca Cola has announced a number of on-ground activities for the ongoing festive season.

A release issued by Coca-Cola informs that business is back on track now that its products received a clean bill of health from all sources. These ranged from the Indian government's Central Food Technology Research Institute to Great Britain' s Central Science Laboratory.

Elaborating on the marketing and promotional campaign Coca Cola vice president Sunil Gupta said, "A number of on ground activities are planned for the festival season. Nationwide poster campaign at retail outletsis being organised. We will also be organising meet-your-favourite-star programme which will bring our young consumers and our popular brand ambassadors together. We will also be arranging plant visits for school children, special offers, attractive packaging and various contests are some of these activities to be pursued in the coming weeks."

A report in the Financial Express informs that Pepsi has tied up with at least 200 puja mandals in Kolkata and Howrah. The beverage conglomerate is also said to be looking at a countrywide promotion which would coincide with Diwali, which falls towards the end of next month.

It goes without saying that the rejuvenation is great news both for print and television channels. A large part of their advertising revenue comes from the Cola majors. In fact when the pesticide controversy was going on the marketing heads requested the editorial of some companies to tone down their content on the issue and focus on other issues

Earlier this month, Coca Cola introduced 200ml Maaza in Maharashtra and 200ml Thums Up in West Bengal, at Rs 5 each. Coca-Cola India, which is among the largest foreign direct investors in India claims to have been a major driver of the country's rural economy and market. Its affordability strategy selling 200ml packs at Rs five has vastly grown the rural market.

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