Beverage giant Coca-Cola India said it 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 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,” the statement added.
As part of the partnership, select new products from the Coca-Cola India portfolio – Fanta Apple Delite and Charged by Thums Up – will be made available for trial at key Indian airports.
Adani sampling is a digital platform that enables brands to interact with travelers and target high-purchasing customers. The platform is currently operational at seven airports and Adani’s C&G stations and will be expanded to other locations.
Greishma Singh, Vice President, Customer & Commercial Leadership, India & Southwest Asia Operations, The Coca-Cola Company, said, “Digital and product innovation are key growth drivers for us at Coca-Cola India. We are always looking for exciting new ways for consumers to experience our new products and this partnership with Adani Digital Labs Private Ltd 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, Senior Vice President and Chief Digital Officer-Consumer Business, 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 build an irrevocable connection with consumers. Through our services, we want to continuously simplify the user experience of the brand.”
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The partnership, which began at the 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.