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| Coca-Cola To ‘Open Happiness’ When 2010 FIFA World Cup Trophy Visits The City Of Joy From 15th - 17th January 2010
Consumers in Kolkata to get a once-in-a-lifetime opportunity to experience the allure and happiness that 2010 FIFA World Cup™ Trophy brings with it. Strategic communication also includes rolling out 'Coca-Cola Open Happiness' communication initiative titled 'Borders'- includes showcasing the hilarious things that sometimes happen as the FIFA World Cup™ Trophy makes its way around the globe Exciting consumer initiative to be further supported by a 360 degree communication and includes Out-of-home (OOH), radio, experiential zones, musical shows, interactive displays, on-the-ground activities etc. across the key markets in West Bengal | |||
| 24 Dec 2009
, Kolkata
: Amplifying its commitment to promote a sporting culture in the country, Coca-Cola in India today announced a new integrated marketing communication for the 2010 FIFA World Cup™ Trophy Tour in Kolkata. As part of the global communication initiative, the football enthusiasts in Kolkata get a once-in-a-lifetime opportunity to experience the allure and happiness that the FIFA World Cup™ Trophy brings with it when it visits the city from 15th - 17th January, 2010. The strategic communication for the trophy tour in Kolkata leverages the passion of football and also includes rolling out 'Coca-Cola Open Happiness' communication initiative titled 'Borders'. The communication includes showcasing the hilarious things that sometimes happen as the FIFA World Cup™ Trophy makes its way around the globe. According to Mansoor Siddiqi, Director, Integrated Marketing Communications, Coca-Cola India, "The Coca-Cola Company has been the official sponsor of the FIFA World Cup™ that began in 1978. We are bringing the FIFA Trophy to India in January 2010, as part of the Worldwide Coca-Cola FIFA trophy tour. The passion for the sport of football in the country gives Coca-Cola the best platform to connect with fans everywhere within our country. We invite fans to express their optimism and passion for football through the FIFA 2010 World Cup Trophy celebrations, something that has been grounded in our 'Open Happiness' campaign. The FIFA World Cup™ Indian Trophy Tour will give football enthusiasts an outlet for their celebrations through our football, music and interactive initiatives. We want to encourage all Indians to be part of this event as we warm up towards the 2010 FIFA World Cup™ and come together to 'Open Happiness." More about FIFA 2010 World Cup Trophy Tour in India The initiative is in line with The Coca-Cola Company being the global partner of the FIFA World Cup™ 2009 and also the tour partner for the FIFA World Cup™ 2010 Trophy Tour. In addition to leveraging the mass media, the entire communication effort will be complimented by a range of initiatives including Out-of-home (OOH), radio, experiential zones, musical shows, interactive displays, on-the-ground activities etc. across the key markets in West Bengal. The strategic communication for 'Coca-Cola Open Happiness' has been conceptualized by the agency Santo. The latest initiative 'Borders' has been directed by Claudio and Maureen and is all set to be rolled out in the fourth week of December '09. As a part of the on-ground activation, the football-frenzy state is going to witness an overwhelming response to the exclusive showcase of the FIFA World Cup™ that will be chronicled in a display canter and parked at the Salt Lake Stadium in Kolkata on 16th January, 2009. The consumers along with State ministers, Government awardees, members of Kolkata football clubs and football enthusiasts from high schools will get the unique opportunity to get themselves photographed with the original FIFA World Cup™ Trophy, a memento they will cherish for the rest of their lives. This once-in-a-lifetime experience by Coca-Cola India aims to bring people close to the world's most coveted prize in a sport which has followers in every corner of the earth. The trophy tour will be further supported by an extravagant evening of music and entertainment by Chandrabindoo, a leading Bangla band followed by an electric performance by Euphoria, the famous rock band and some brilliant choreography. Coca-Cola India's Association with Football Coca-Cola India has always believed in promoting healthy and active lifestyle through sports. Coca-Cola partnered with All India Football Federation (AIFF) to organize Coca-Cola Mir Iqbal Hussain Trophy, a grassroots talent hunt initiative rolled out in association with) to uncover the most dynamic young footballers in the country. As part of the Coca-Cola Mir Iqbal Hussain Trophy, 20 promising young footballers will be identified and short-listed by AIFF and will be subsequently coached and groomed to form the National Under-16 Sub-junior Team. Out of these 20 young footballers, 16 most promising players will attend The Coca-Cola International Football Camp in South Africa, to be organized in June 2010 during the FIFA World Cup. Jharkhand team from the East Zone won the national finals of the 'Coca-Cola Mir Iqbal Hussain Trophy'. Coca-Cola's association with FIFA World Cup™ Coca-Cola has been the official sponsor of the FIFA World Cup™ that began in 1978. To its credit, the company has had stadium advertising rights at every FIFA World Cup™ since 1950, now the same has been extended for another 16 years i.e. until 2022. |
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