Coca Cola announces an under the crown promotion

MUMBAI: Beverage conglomerate Coca-Cola, along with World Gold Council have launched the Coca-Cola Khara Sona initiative in India to celebrate the festive season.



As part of an Under The Crown innovation, consumers need to buy a Coca-Cola and look under the crown of the bottle. On getting a unique code, Coca-Cola consumers just need to SMS “Coke” followed by the unique code to 8558 from their GSM / CDMA mobile phones or call 190 1345 1345 anytime between 9 am to 9 p.m to register their code.

To promote the initiative a TVC has been created. The ad shows a house bedecked with lamps and rangolis for Diwali. Suddenly there is a chant from the gathered children announcing the arrival of the much-awaited grandson, Mohit.

Mohit announces his arrival by saying “Mohit aaya sab ke liya Khara Sona laya”. At this point Mohit unveils an icebox, filled with ice-cold, gold crowned bottles of Coca-Cola; all symbolizing Khara Sona. Mohit explains the entire Khara Sona initiative to the family i.e. a great opportunity to win a pure-gold coin this festive season.

A loving grandmother then bites into the gold coin as the traditional check for purity, reaffirms the message of 24-carat purity and the trust associated with Coca-Cola. The new TVC breaks today 1 October on all leading channels. It has been conceptualised by McCann-Erickson and has been produced by Whodunit films.



A winner, every hour, on-the-hour starting from 1 October 2005 till 1 November 2005 will then be selected across the North and West markets by a computer draw. All such daily winners, being announced over the next 30 days would get a 24 carat gold coin (8 grams). In this entire initiative, over 400 gold coins would thus be won over the next one month i.e. Over 3 kgs of Gold up for the taking.

Coca Cola India VP marketing Vikas Gupta said, “We believe that the Coca-Cola Khara Sona innovation is all about giving Coca-Cola consumers another reason to celebrate this festive season. Over the next 30 days, our consumers would not only have enough reason to drink their favorite soft drink but could also become proud owners of 24 carat Gold coins. After all, nothing is as pure as a 24 carat Gold coin or as trustworthy as Coca-Cola. “

World Gold Council MD Sanjeev Agarwal says, " Gold symbolises long term durable relationships that thrive on trust and enduring feelings. Gifting of gold is a personification of those feelings. The Khara Sona (Khanti Shona in case of bengal release) initiative this festival season builds that brand synergy between World Gold Council and Coca-Cola. It brings to the consumer a golden opportunity to express their feelings towards their loved ones."



The company adds that at the retail level, the joy of the festive season and imagery related to Coca-Cola Khara Sona would be reflected by way of an all new safety seal and a golden crown on the Coca-Cola glass bottles (200 ml and 300 ml). In-addition, all packs of Coca-Cola bottles will also sport a brand new Khara Sona label with traditional festive colors and the new safety seal.


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