Coca-Cola Brought Refreshment and Local Experiences to Pujo Celebrations

Kolkata: Pujo was a time for family reunions, pandal hopping, local delicacies and neighborhoods coming alive with music, culture and celebrations. These traditions brought people together, creating opportunities to reconnect with loved ones and together experience the region’s rich cultural and culinary heritage. During the festive season, Coca-Cola India brought its beverage portfolio closer to consumers through a range of cultural experiences across markets.

The initiatives were activated in residential neighborhoods, and popular food destinations and pandals, with a focus on being part of the occasions and traditions that shaped the festive experience. For many families, the season began with the homecoming of their loved ones. Marking these reunions, Maaza, India’s home-grown billion-dollar brand, created festive installations and photo opportunities across residential neighborhoods across West Bengal. The brand also introduced a refreshing twist to the festivities with its Kolkata Mixology. This act featured mocktails created using Maaza for consumers to sample and enjoy. Maaza also brought Bengal’s tradition of aamontron, or invitation, to life through Maaza Aamontron.

Beverage availability extended across retail outlets, temporary festive stalls and quick commerce, ensuring consumers could enjoy their favourite beverages as they came together to celebrate Pujo. Food is an integral part of Bengal’s festive culture, with local delicacies bringing people together over shared meals, memories, and conversations.Sprite tapped into Bengal’s love for spicy flavours and pandal hopping through the Sprite x Spicy Pujo Challenge. The initiative transformed popular food gullies in Kolkata into challenge hubs, encouraging consumers to explore local food spots through gamification.

Sundeep Bajoria, Vice President, Integrated Operations, Coca-Cola India & Southwest Asia said, “The festive season brings families and communities together through traditions celebrated across generations. These moments of celebration serve as important touchpoints for us to connect with consumers, ensuring they stay hydrated and refreshed as they enjoy the festivities. At Coca-Cola India, our focus is on deepening these connections by combining our diverse beverage portfolio with local insights and the reach of our strong execution with wide distribution, retail and the bottling ecosystem.”