MxMIndia

Tag: Kinley

  • The campaign aims to take forward the legacy of purity & honesty

    Honesty is the best policy, asserts Kinley

    By A Correspondent

     

    Kinley, one of the country’s most trusted packaged drinking water brands, has rolled out its new communication campaign Boond Boond Mein Sachchai. Centred on the theme of honesty and highlighting the importance of trust and transparency in relationships, the campaign reiterates the adage ‘Honesty is the best policy’.

     

    Over the years, Kinley has stood for purity, a trait that has led the brand to become a trusted household name in India. Launched on the heels of Kinley packaging getting a new visual identity in India, the campaign aims to take forward the legacy of purity & honesty. The campaign, by focusing on a few usual everyday events, aims to awaken the realization that you can truly be at peace by being honest.

     

    Talking about the new campaign, Wasim Basir, Director – Integrated Marketing Communications, Coca-Cola India, said, “Water as a category stands on a key pillar of Trust. Kinley has epitomized this through its legacy in India. Moving forward, we wanted to take the conversation around purity to the next level – which is truth – which is what led us to the communication idea of Boond boond mein sacchai.”

     

    He further added, “When we looked inside our society, we found that people did have a tendency to lie a little to avoid an unpleasant situation in everyday life, this gave us a great meeting point of our intent and consumers life-Kitna chain hota hai na sachchai main, Kinley: Boond boond mein sachchai.”

     

    The TVC is created by team O&M led by Ajay Gahlaut with guidance from Piyush Pandey, and directed by Vivek Kakkad of Curious Films.

     

    In-addition to mass media advertising, the integrated communication program will be extensively leveraged through social media and radio.

     

  • The global chairman and CEO of beverage maker Coca-Cola announced investment of $3 billion (approx Rs17,000 crore) over an eight-year period

    It’s wrong for us to say that India is slowing down: Muhtar Kent, Coca-Cola

    Muhtar Kent

    By A Correspondent

     

    Unfazed by the economic slowdown and talks of policy paralysis, Muhtar Kent, global chairman and CEO of beverage maker Coca-Cola, on Tuesday announced a fresh investment of $3 billion (approx Rs17,000 crore) over an  eight-year period for expanding its bottling, cooling, and distribution operations as well as accelerating its pace of growth in India.

     

    “Whether or not the government makes policy changes, we continue to announce investments in India,” Mr Kent said, adding that the company’s focus would be on ‘continuing to be flexible, and work with more speed than ever before’.

     

    “Yes, there are some issues in the world economy. But it’s wrong for us to say that India, or China, or Brazil or any emerging market is slowing down. As you go up, the oxygen gets thinner. What’s being created today at 6-7 per cent GDP is incrementally much higher than it was some years back… what’s more important is sustainable growth and not growth that can’t be controlled, ” he added.

     

    The $3-billion investment is over and above the $2 billion, the maker of Thums Up cola and Kinley water had announced last November. The company has invested $2billion in India since 1993, when it-entered the country.

     

    Mr Kent said he expects India to be among its top 5 markets soon’, up from its current No 7 ranking. “This is a realistic goal. India’s demographic, economic and social trends are all huge drivers of growth. Six years ago, we were not strong here, not at all… but India has been a remarkable turnaround story,” he said.

     

    The CEO, who got a pay package of $21.2 million last year, up 10 per cent from the previous year, flew down in his private jet with close family and friends on what is his first India visit as Chairman on Monday night. During his three-day India stay, he is visiting the Taj Mahal in Agra, making a flying visit to Amritsar to meet a handful of key bottlers and attending a Coke Studio concert in Delhi. Thrown in between is a town hall meeting with Coca-Cola employees, a few market visits and a visit to the beverage giant’s headquarters in Gurgaon. Unlike rival PepsiCo’s Chennai-born global CEO and Chairman Indra Nooyi who’s a frequent visitor to India – a key growth bastion for both cola majors – Turkish American Kent had not visited India since he took over the corner office at Coca-Cola’s headquarters in Atlanta in 2008.

     

    Coca-Cola’s portfolio in India includes aerated drinks Coke, Thums Up, Fanta, Sprite and Limca, Kinley water and Minute Maid juices. Even after two decades of being here, the beverage maker’s top-selling drink here remains Thums Up, which it acquired from Ramesh Chauhan-owned Parle Bisleri.

     

    But Mr Kent said the choice depended on ‘the consumer’. “We remain “constructively discontent and we believe we are just getting started. We need to make sure we provide choices to consumers… responsible choices. And help create solutions for over-nutrition and under-nutrition,” he said.

     

    Like most food and beverage firms worldwide, Coca-Cola too is trying to transform itself as a ‘health and nutrition-focused company’. But over three-fourths of Coca-Cola’s revenues continue to come from sugary aerated drinks . “We let the consumer decide what he wants…. and we label our products responsibly.” said Mr Kent.

     

    Like its American rival PepsiCo, Coca-Cola too, has been depending on India for driving double digit growth. For fiscal 2011, for example, Coca-Cola said its global volume grew 5 per cent, aided by key emerging markets such as Latin America, India and China. A consistent growth performer, Coke’s India business has been growing for the last 23 quarters, of which 17 were in double digits.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved