MAM

Citra to tingle taste buds again

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/09/Coca-Cola.jpg?itok=QJo-TpRx

MUMBAI: Coca-Cola India is in process to revive the clear-lime drink brand Citra in India and has already deployed it in its pilot run. The brand was among those, which were bought from Ramesh Chauhan by the company two decades ago.

Confirming the development to Indiantelevision.com Coca-Cola general manager - public affairs Kamal Sharma said, "We have launched the pilot of the drink in around 2000 outlets in Gujarat and depending on the feedback, we will launch the drink at other places."

The pricing and brand identity of the relaunched Citra will also be decided after the feedback from the Gujarat pilot run. There are estimates that the drink may be priced around 20 per cent cheaper than existing lime-lemon drinks such as its own brands Sprite and Limca as well as PepsiCo‘s Mountain Dew and 7 Up.

Today, the fizzy drinks industry in the country stands at an estimated Rs 130 billion. When Coca-Cola re-entered India in 1993 it bought out all Parle brands except Bisleri from Chauhan.

While Citra and Gold Spot were discontinued in order to make room for Coca-Cola‘s global brands Sprite and Fanta, brands like Thums Up, Limca and Maaza were retained. In fact Thums Up was considered sidelined for a while, till Coca-Cola woke up to the potential of the Indian brand.

Reports suggest that India‘s per capita consumption of carbonated drinks is 11 litres a year as compared to 34 litres in China and 675 litres in Mexico. The lime-lemon category in India has been growing 16-17 per cent a year while colas are growing at about 11-12 per cent and orange drinks at 8-9 per cent.

Both Coca-Cola and PepsiCo have been promoting their brands aggressively in this segment. While PepsiCo has Salman Khan as endorser for Mountain Dew and Sharman Joshi for 7 Up, Coca-Cola pushes clear-lime drink Sprite and cloudy lemon drink Limca on the irreverent and freshness platforms respectively.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/classplus.jpg?itok=uNlUSzLY
Classplus enables local coaching institutes to go online

NEW DELHI: As schooling went online with the onset of the pandemic, educators and students had several challenges to contend with. Specially with teachers, who were used to chalkboards and notebooks, this abrupt transition to digital learning did not come easy. In this regard, Classplus is enabling...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/mi.jpg?itok=TfjvglWe
Mi India collaborates with Sonu Sood for #ShikshaHarHaath initiative

New Delhi: Mi India has announced a new initiative - #ShikshaHarHaath, in collaboration with Sonu Sood. This partnership is in continuation with the brand's efforts of enabling the student community from underprivileged sections to pursue their education without any roadblocks.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/26/img_26012021_155913_800_x_800_pixel.jpg?itok=9kC2J0li
This Republic Day, Godrej celebrates India’s transformation through a digital film

New Delhi: The Godrej Group has come a long way, ever since it first came into existence 123 years ago. As India marks its seventy second Republic Day on Tuesday, the Indian conglomerate released a video campaign to celebrate its emotional connect and oneness with the country.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/26/zi.jpg?itok=--0eQjAi
Zivame pushes saree shapewear in its new spot

Zivame, an online lingerie store, continues its differentiated approach to bring to life real issues that women face with intimate wear, with humour and quirk.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/havas.jpg?itok=YzjS8PRz
Havas Group India launches an internship program ‘Havas Spark’

NEW DELHI: Havas Group India has rolled out a unique internship opportunity for freshers to help add a spark to their careers. The program titled ‘Havas Spark’ is intended to provide bright and talented interns, educational and career development opportunities through practical experience in a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/cik.jpg?itok=BecNELYz
Colgate Vedshakti collaborates sand artist Sudarsan Pattnaik

NEW DELHI: Colgate-Palmolive (India) Limited has collaborated with Padma Shri awardee and internationally acclaimed sand artist from Odisha, Sudarsan Pattnaik, to create a stunning sand sculpture for Colgate Vedshakti toothpaste at Puri Beach in Odisha.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/iamai_0.jpg?itok=w2QAjbAc
Wunderman Thompson India crowned ‘Digital Agency of the Year’ at IAMAI’s 11th India Digital Awards

Wunderman Thompson India begins the new year on a high. At the recently concluded 11th India Digital Awards presented by the Internet and Mobile Association of India (IAMAI), the agency was awarded gold as the ‘Digital Agency of the Year’ and stole the show with a stupendous win of 8 metals for...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/grofers.jpg?itok=y6HX7PE2
Grofers makes grocery shopping exciting with the fifth edition of its Grand Orange Bag Days sale

NEW DELHI: To educate the country about the fifth edition of the semi-annual “Grand Orange Bag Days (GOBD)” grocery sale, Grofer launched a robust marketing campaign that includes television commercials, print advertisements, radio spots, influencers, and digital marketing spread. The two-film...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/vmly.jpg?itok=s1Ef54Ak
VMLY&R Commerce Encompass launches in India

NEW DELHI: As 2020 wound down VMLY&R and Geometry joined forces to launch VMLY&R Commerce, a new end-to-end “Creative Commerce Company” combining the talent and scale of two thriving global commerce offerings. Led by global CEO Beth Ann Kaminkow, it will operate as a distinct company within...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required