Coca-Cola India has extended its association with the ongoing DLF IPL season two with the launch of a special edition of ‘Sprite Kolkata Knight Riders’ bottle. The bottles carry an insignia of key players of the Kolkata Knight Riders (KKR) team; choices include – one with Saurav Ganguly, Ishant Sharma and David Hussey and the other option being Saurav Ganguly, Brendon Mc Cullum and Murli Kartik.
Complimenting the packaging innovation, Sprite has rolled out a special ‘Kholega Toh Milega’ digital initiative to connect and engage with its target audience, the youth, by tapping into their key passions – cricket and mobile phones.
Said Srinivas Murthy, general manager- marketing (flavors), Coca-Cola India, “Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, we have launched a special edition ‘Sprite Kolkata Knight Riders’ bottle. In addition, as part of our 360 degree consumer engagement program, we are also rolling out the ‘Kholega Toh Bolega’ digital initiative."
Consumers need to send a unique nine digit code under the crown / behind the label and SMS or call to win a meeting with Shahrukh Khan or/and a Nokia mobile phone. To create awareness about the ‘Kholega Toh Milega’ digital initiative, the company has launched a mass media campaign featuring Shahrukh Khan and three KKR players, Sourav Ganguly, Ajit Agarkar and Murli Karthik.
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