Coca-Cola India has partnered with Adani Group subsidiary Adani Digital Labs Private Limited to optimize the reach of its brands to consumers across the country. As part of this first-of-its-kind initiative, Coca-Cola India is working with Adani Digital Labs Private Limited to leverage the consumer-centric platform to sample products and develop deep consumer insights and an unparalleled ‘direct connection’ with consumers. Coca-Cola is among the first brands to make their products available on this innovative platform.
As part of the partnership, select new products from the Coca-Cola India portfolio namely ‘Fanta Apple Delite’ and ‘Charged by Thums Up’ will be made available for trial at some of India’s top airports. Adani Digital Labs Private Limited is the digital arm of the Adani Group, known for enabling seamless user journeys and experiences to connect with the group’s vast user base. Adani sampling is a digital platform that enables brands to engage with a large number of travelers and target customers with high purchasing power. While providing a verified customer base, theft-free ecosystem and referral options. The platform, which creates deep engagement between consumers and the brand, is currently active at key seven airports in India located in (Mumbai, Ahmedabad, Jaipur, Lucknow, Guwahati, Mangalore and Thiruvananthapuram) and Adani’s CNG stations will be available soon in many other categories of locations.
‘Charged By Thums Up’ and ‘Fanta Apple Delite’ are recent innovations from Coca-Cola India that offer new beverage experiences to consumers. While Thums Up Charged continues the unique strong taste of the Thums Up brand with even more thunder with USD 1 billion, ‘Fanta Apple Delite’ is a refreshing sparkling drink with real apple juice that rejuvenates the mind, body and soul of consumers.
Commenting on the associationGreishma Singh, Vice President, Customer and Commercial Leadership, India and South West Asia Operations, The Coca-Cola Company said, “Digital and product innovation are key growth drivers for us at Coca-Cola India. We are always on the lookout for exciting new ways for consumers to experience 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.”
Commenting on this association, Nitin Sethi, Senior Vice President and Chief Digital Officer – Consumer Business, Adani Group, said, “We are thrilled to be partnering with Coca-Cola. With the help of our digital ecosystem, we want to add value to the brand by helping them build an irrevocable connection with their consumers. Through our services, we want to continuously simplify the user experience of the brand”
The partnership, which began at one of India’s top airports – Lucknow Airport, included free sampling of the two Coca-Cola India products for passengers passing through the city. The initiative aims to raise awareness of the products on offer and influence the purchasing decisions of ‘consumers’. The partnership will be further extended to other locations in the country in 2023.