Arnab Roy of Coca-Cola India on the brand's newly launched global meals platform 'Coke Is Cooking'
Coca-Cola India is betting big on food and experiential marketing. The beverage company has launched a mobile-led platform called ‘Coke is Cooking’. The strategy is to enhance street food experiences and music culture around the world. The brand has kick-started this activity in Kolkata, India. The platform will further be scaled globally. Coca-Cola aims to host ‘Coke is Cooking’ festivals in one city in the world every week of the year in 2024. With this launch, the company largely aims to leverage consumers’ passion points of music, food, entertainment, and more, to connect and engage with them on a deeper level.