Coca-Cola India unveils ‘Burn' car

Close on the heels of its energy drink's launch in India, Coca-Cola India on Monday announced the promotional campaign to accompany the launch. As part of the campaign, Coca-Cola India has tied up with car designer Dilip Chhabria, to bring out exclusively designed cars which would ply on the roads of Delhi, Mumbai and Bangalore to connect with the target audience.

Coca-Cola's energy drink ‘Burn' was launched last week and the car has been designed to capture the essence of the brand. Mr Ricardo Fort, Vice-President, Marketing, Coca-Cola India, said, “Innovation has always been the hallmark of Coca-Cola's business strategy in India. The styling of the car confirms to the brand imagery and association that is targeted at socially active and adventurous young adults. This is the first country where we are using a specially designed car for promotion of the brand.” He added that the promotional campaign is a long-term campaign. The car has been designed by Mr Dilip Chhabria's design studio team and built on the Matiz platform. Mr Fort said, “In other countries, we took an existing car and enhanced it further. This is the first time we have built it from scratch.”

Mr Fort added that along with the on-road promotional campaign, Coca-Cola India is developing digital activities for the brand Burn. “Our media communication plan for the brand entails the digital medium, out-of-home activities and the Burn car promotional campaign.

“We believe that the time is right now to enter the market for energy drinks and there is a critical mass of customers for our product. We will be targeting the young generation who have an active night life and need energy to go on throughout the night.”