Coca-Cola India to optimize brand reach with Adani Group’s consumer-centric platform

INDIA – Coca-Cola India Ltd. (CCIPL), the Indian subsidiary of The Coca-Cola Company, has partnered with Adani Group subsidiary — Adani Digital Labs — to use the consumer-centric platform for product sampling and develop deep consumer insights.

The partnership, which kick-started at one of ‘India’s top airports – Lucknow Airport, 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.

Coca-Cola is among the first brands to make its products available on this platform, and it will use the platform for product sampling as well as create direct contact with consumers and gain deep consumer insights.

Under this move to optimize the reach of its brands to consumers across the country, select new products under Coca-Cola India’s portfolio, namely ‘Fanta Apple Delite’ and ‘Charged by Thums Up’ will also be made available for sampling at some of India’s top airports.

‘Charged By Thums Up’ and ‘Fanta Apple Delite’ are recent innovations from Coca-Cola India which are offering new drink experiences to consumers.

Thums Up Charged is an extension of the US$1 billion Thums Up brand’s unique strong taste with even more thunder, while ‘Fanta Apple Delite’ is a refreshing sparkling drink with real apple juice to rejuvenate consumers in mind, body, and soul, CCIPL said.

Adani Digital Labs Private Limited is the digital arm of Adani Group known for enabling seamless user journeys & experiences to connect with the group’s vast consumer base.

 Adani sampling is a digital platform that allows brands to interact with large numbers of travelers & target customers with high spending & purchasing power. It also provides a verified customer base, a pilferage-free ecosystem, and retargeting options.

 Greishma 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 more on such unique initiatives in the coming months.”

The platform is currently live at India’s key seven 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.

With the help of the digital ecosystem, Nitin Sethi, Sr. Vice President & Chief Digital Officer-Consumer Business, Adani Group noted that the company wants to add value to the brand by helping them form an irrevocable connection with their consumers.

He added that through services of the company, Adani Group wants to continuously simplify the consumer experience of the brand.

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