Coca-Cola has launched a new campaign titled The Lost Voices to celebrate India’s passionate football fans during the FIFA World Cup season. The campaign shines a spotlight on supporters whose enthusiasm for the game goes beyond borders, proving that football is deeply loved across the country despite India not being a regular participant on the global stage.
Launched under Coca-Cola’s global Feel It All platform, the campaign captures the spirit of football fandom by featuring the real voices of supporters who have literally lost their voices while cheering for their favourite teams. Instead of relying on actors or scripted performances, Coca-Cola has chosen authentic fans to become the voice of its social media campaign throughout the FIFA World Cup.
Football enjoys an enormous following across India, especially in states such as Kerala, Goa, West Bengal and Assam. Every World Cup, millions of Indian fans passionately support international teams including Brazil, Argentina, Portugal and others. The campaign recognises this unique culture of fandom and celebrates the emotions, traditions and communities that make the tournament special for Indian audiences.
Karthik Subramanian, Senior Director of Marketing for Coca-Cola TM India and Southwest Asia, said Coca-Cola’s long association with FIFA has always been centred on celebrating the passion, togetherness and shared emotions that football creates. He said Indian fans demonstrate extraordinary dedication by supporting teams from around the world with unmatched enthusiasm. Through The Lost Voices, Coca-Cola is recognising supporters whose passion is so genuine that they lose their voices while cheering. Their real voices have now become the voice of the campaign.
The campaign has been conceptualised by Ogilvy India, which aimed to transform a familiar experience of football supporters into a powerful creative idea. Rather than using celebrity endorsements or fictional stories, the campaign focuses on genuine fan experiences that reflect the excitement and emotion of the World Cup.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, said the FIFA World Cup brings together passionate supporters of teams such as Brazil and Argentina from every corner of India. According to him, watching a match alongside these fans is an emotional experience filled with excitement, joy, disappointment and celebration. He said the campaign honours these supporters by making their hoarse voices the defining sound of Coca-Cola’s storytelling during the tournament.
The campaign continues Coca-Cola’s tradition of connecting with football fans through culturally relevant storytelling. By highlighting authentic supporters instead of scripted performances, the brand aims to strengthen its relationship with football communities across India while celebrating the emotions that unite millions of fans during the World Cup.
Operating in more than 200 countries and territories, Coca-Cola continues to expand its global beverage portfolio while supporting sustainability initiatives, packaging recycling, water replenishment and responsible sourcing. Through campaigns such as The Lost Voices, the company seeks to create meaningful connections with consumers by celebrating shared experiences that bring people together.
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