Coca Cola India Thursday said it is partnering with Adani group private limited to optimize the reach of its brands to consumers across the country.
As part of this, Coca-Cola India is working with Adani Digital Labs to use the consumer-centric platform for product sampling and develop deep consumer insights.
Coca-Cola is among the first brands to make its products available on this platform, Under this, select new products under Coca-Cola India’s portfolio, namely ‘Fanta Apple Delite’ and ‘Charged by Thums Up’ will be made available for sampling at some of India’s top airports.
Adani Digital Labs is the digital arm of Adani Group, which allows brands to interact with large numbers of travelers and target customers with high spending and purchasing power.
The platform is currently live at the seven key airports located in Mumbai, Ahmedabad, Jaipur, Lucknow, Guwahati, Mangalore, and Thiruvananthapuram & Adani CNG Stations, and will soon be available in many other categories of locations.
Grisham Singh, Vice President, Customer & Commercial Leadership, India & Southwest Asia Operating Unit, The Coca-Cola Company, said, Digital and product innovation are both key growth levers for us at Coca-Cola India. We are always on the lookout for exciting new ways for consumers to try our new products and this partnership with Adani Digital Labs Private Limited provides a SaaS-based sampling ecosystem. We see this as part of a long-term partnership with Adani and look forward to collaborating with them on more such unique initiatives in the coming months.
Nitin Sethi, Sr. Vice President & Chief Digital Officer-Consumer Business, at Adani Group said, We are thrilled to associate with Coca-Cola. With the help of our digital ecosystem, we want to add value to the brand by helping them form an irrevocable connection with its consumers. Through our services, we want to continuously simplify the consumer experience of the brand
The partnership, which kick-started at one of India’s top airport Lucknow Airport, involved free product sampling of the two products by Coca-Cola India for travelers passing through the city. The initiative aims at ramping up awareness about the product offerings and influencing ‘consumers’ purchase decisions.
The partnership will further be scaled to other locations in the country in 2023.