Coca-Cola India, the official beverage partner of the 2010 Commonwealth Games (CWG), has unveiled its new Visual Identity System (VIS) and logo for the Games in Delhi. With the aim of building excitement for the Games to be held in Delhi in October, the thought for the platform is “Go Dilli, Let Sports Win”. The new VIS means to encourage people to participate in and support the XIX Commonwealth Games and "ensure the triumph of sports and sportsman spirit over all else", according to a company release. Along with an extensive outdoor campaign, it will be used to activate all competition and non-competition venues of the Commonwealth Games.
At the launch of the new identity and campaign, Atul Singh, president & CEO, Coca-Cola India, said, “Coca-Cola has been associated with mega sporting events in its efforts to promote healthy, active living and promoting social cohesiveness. Our partnership with sporting events across the world provide us an opportunity to enhance brand value, build capabilities and further build upon the employee and system pride in being associated with such sporting events." He added, "By associating with the Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes and delegates and more than 30,000 volunteers that will take part in the Games.”
The VIS has been developed for Coca-Cola India by Iconologic, a brand design firm in the USA. It has been inspired by Indian symbols like the chakra, the paisley and the Lotus Temple in Delhi. It will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments, and out of home media. The campaign for the Games has been developed by McCann Erickson.