- Coca Cola India said it is launching regional promotions and localized packaging for the brand portfolio beginning with the state of West Bengal.
American beverage manufacturer Coca Cola local arm said it is stepping up efforts to introduce regional promotions and localized packaging for its beverage brand portfolio beginning with the state of West Bengal. The move comes on the back of the rising localization trend among consumer goods firms mapping state-specific shopping habits and rolling out suitable products and campaigns.
Consumers in West Bengal state will now be able to buy Coca Cola and Minute Maid bottles which will be labeled in the Bengali native language.
The beverage maker has chosen West Bengal’s state to conduct trials of what they call their “hyper-localization” strategy as they aim to attract more Indian consumers.
“Western Bengal is the first Indian state to hyper-locate the entire portfolio and marketing campaigns of Coca Cola’s brands to align with local language ie Bengali and match consumer preferences,” said Coca Cola India in an announcement on Wednesday.
Sprite, Thums Up, Fanta, and Maaza drinks manufacturer said it will expand this step with product and marketing localization in other states after it scales the scope of such packaging in the eastern state that is among its top seven markets in India, T. Krishnakumar, chairman, Coca Cola India, and Southwest Asia, announced on Wednesday in Kolkata.
“Local languages allow us to better connect with local consumers,” Krishnakumar said.
For example, Coca Cola has rolled out packaging labels for drinks such as Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley and Minute Maid in Bengali. That brand will formulate a hyperlocal strategy to deepen the relationship and bring alive the on-ground experience for Bengal consumers, the company said. “Coca Cola India’s hyper-local approach will be expressed across the portfolio in its marketing mix, packaging, ads, social media activations and a number of on-ground activities,” said Shehnaz Gill, senior vice president, operations, Coca Cola India.
The business may look forward to leveraging Hindi as the next major language, though once its West Bengal trial pilot sees success
The firm also confirmed its alliance with Kolkata Knight Riders (KKR), as the official beverage partner of the team ahead of the upcoming Indian Premier League (IPL) season.
The beverage maker has used regional celebrities in the past to support their popular brands in the state-dominant language. In Andhra Pradesh for example, Mahesh Babu in Telegu endorses Thums Up. This new campaign in Bengali would cover the entire product portfolio of the company and not just the main brands.
In 2017, Coca Cola planned to use hyper-localization as one of its main growth levers in Asia’s third-largest economy where per capita consumption of beverages is still small. Part of its plans involves the launch of more local products such as the recently launched sparkling black grape-based beverage widely consumed in Tamil Nadu State.
After content startups and brands started going vernacular, we see a trend of FMCG products also following the same path. One of the reasons behind that is growth of regional beverage brands such as Bovonto, Jayanti Cola, Sosyo, Runner and Kashmira. These brands grew twice more than the pace of Coca Cola and PepsiCo as per the citing data from research firm Nielsen.