Summer months are extremely busiest for beverage brands. You see them advertise in a big way, associate themselves with mega-sporting events. However, this year, the summer has come and almost gone and the likelihood of future mega sporting events, big festival celebrations and big meets and greets seem extremely unlikely in the coming months.
In such a situation, what is the brand like coke doing to reinvent itself, engage better with its consumer and stay relevant? Storyboard caught up with Vijay Parasuraman, vice president, marketing, Coca Cola India and Southwest Asia and spoke to him about the ways in which the company is dealing with the pandemic and the strategy post things start crawling back to the normal.