Coca-Cola India brought its beverage portfolio closer to consumers during Durga Puja through a series of festive activities across West Bengal, celebrating the region’s cultural traditions, local food and community spirit. From homecomings and pandal hopping to Kolkata’s popular food destinations, the initiatives aimed to make the beverage experience part of the festival’s cherished moments.
For many families, Pujo begins with the return of loved ones and gatherings in neighbourhoods. Maaza, Coca-Cola India’s home-grown billion-dollar brand, marked these reunions with festive installations and photo opportunities across residential neighbourhoods in West Bengal. The brand also introduced Kolkata Mixology, featuring mocktails made with Maaza for consumers to sample. Through Maaza Aamontron, it celebrated Bengal’s tradition of welcoming guests and extending invitations.
To support beverage availability throughout the festivities, Coca-Cola India extended distribution across retail outlets, temporary festive stalls and quick-commerce platforms, helping consumers access their preferred drinks during celebrations.
Recognising the importance of food and social gatherings in Bengali culture, Coca-Cola introduced Laal Mejhe adda spaces in Kolkata. The initiative celebrated the tradition of adda, or informal conversations among friends, families and acquaintances, offering designated spaces for people to connect amid the festive rush.
Sprite tapped into Bengal’s love for spicy food and pandal hopping through the Sprite x Spicy Pujo Challenge. Popular food lanes in Kolkata were transformed into challenge hubs, encouraging consumers to discover local food destinations through interactive activities. The campaign also featured branded carts, food-outlet touchpoints, pandal-hopping kits and Spricy, its mascot, which appeared at pandals across the city.
Kolkata’s fondness for biryani also featured in the celebrations, with Thums Up associating with popular biryani outlets across the city to become part of shared meals and festive food experiences.
Sundeep Bajoria, Vice President, Integrated Operations, Coca-Cola India and Southwest Asia, said festive occasions provide opportunities to connect with consumers through traditions that bring families and communities together. He highlighted the company’s focus on combining its beverage portfolio with local insights, distribution networks, retail partnerships and bottling operations to strengthen these connections.
Through its Festivals of Trust initiative, Kinley recognised traditional dhakis, whose drumming plays an important role in Durga Puja celebrations. The initiative brought the drummers and their families together for an evening of celebration, acknowledging their contribution to the festive atmosphere.
Meanwhile, Minute Maid and Powerade brought fruit-based beverages closer to consumers through on-the-go sampling at busy pandal locations. Visitors had opportunities to sample options including Nimbu Fresh, Mixed Fruit and Apple during the festivities.
Through these initiatives, Coca-Cola India sought to integrate its beverages into Pujo’s food, cultural and community experiences, reflecting the festival’s emphasis on togetherness and local traditions.
About Coca-Cola: Coca-Cola in India offers a broad portfolio spanning sparkling beverages, juices, hydration, sports drinks, tea, coffee and other categories. Its brands include Coca-Cola, Thums Up, Sprite, Fanta, Limca, Kinley, Maaza and Minute Maid, among others. Along with its bottling operations and franchise partners, the company serves consumers through a network of more than six million retail outlets across India. Its initiatives also focus on water, packaging, sustainable agriculture and emission reductions.
Subscribe Deshwale on YouTube
