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/2021/01/21/brandit.jpg?itok=rp8PAcrv
The Souled Store assigns PR mandate to BRANDiT

NEW DELHI: Pop culture merchandise retailer The Souled Store has awarded its PR mandate to BRANDiT communications. The agency will be responsible for handling the reputation management, crisis communication and influencer engagement for the brand.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/jos.jpg?itok=o6L5IGL2
Jos Alukkas questions status quo of women in India

New Delhi: South India-based jewellery brand Jos Alukkas has launched a powerful film on women’s freedom with the aim to drive real conversations and spark a change in the long-term repressive mentality against women across the country.  

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/better.jpg?itok=_0y_9xmU
Betterplace appoints Pitchfork Partners as their strategic communication consultant

Betterplace, India’s largest tech platform for blue-collar workforce management has appointed Pitchfork Partners as its public relations counsel following a multi-agency pitch. Pitchfork Partners will work closely with Betterplace to elevate the brand’s reputation and strengthen its position as an...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/port.jpg?itok=Gpd5TIWz
Hamdard Laboratories launches twelve new Unani medicines

Continuing with their mission to make India healthy, Hamdard Laboratories (Medicine Division), India’s most trusted Unani brand, has launched twelve new OTC (over the counter) medicines to build strong body immunity and treat illness like fever, cold, cough, etc. Hamdard’s latest offerings continue...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/medimix.jpg?itok=xFVnZM2S
Why Medimix wants you to ditch glycerine soaps this winter

NEW DELHI: Ayurvedic brand Medimix under Cholayil Pvt Ltd has unveiled a new campaign for this winter that urges customers to ditch their normal soap and switch to Medimix Natural Glycerine soap. The brand has launched a digital campaign highlighting the importance of using a natural glycerine soap...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/mediavon.jpg?itok=5MIpD2wZ
MediaCom unveils new agency identity and proposition

NEW DELHI: To help clients “see the bigger picture,” global public relations and communications company MediaCom has unveiled its new identity and proposition of “moving forward.” This is the agency’s first rebranding exercise in three decades. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/gaurav.jpg?itok=NiCBQSJm
Gaurav Nijhawan elevated to Citi bank VP-marketing

NEW DELHI: Investment bank and financial services corporation Citi has promoted Gaurav Nijhawan to the post of VP-marketing in India. He was earlier the AVP for brand marketing. A professional with over a decade of experience in the industry, Nijhawan joined Citi in 2016 as a brand manager. He has...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/tejinder_gill.jpg?itok=gopYz4qk
Outgoing Truecaller VP Tejinder Gill talks about his days at the company

NEW DELHI: Launched in 2009, Truecaller today is one of the most popular smartphone applications for its features of caller-identification, call-blocking, and flash-messaging. With over 170 million monthly active users in India, the app, over the past few years, has also become a preferred choice...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required