The campaign is conceptualised on the platform of ‘Go Dilli, Let Sports Win’. The new identity and an extensive outdoor campaign will be used to activate all competition and non-competition venues of the Commonwealth Games, including the Games venues, training venues, Games village etc.
Speaking about the launch of the new campaign, Atul Singh, president & CEO, Coca-Cola India, said: “By associating with the Commonwealth Games, we’ll have the opportunity to refresh more than 8,000 athletes and delegates and more than 30,000 volunteers who will take part in the Games.”
The Visual Identity system has been developed for Coca-Cola India by Iconologic, a brand design firm in the US. The new visual identity has been inspired by the Chakra in the Commonwealth Games Logo, the cultural symbol of celebration – ‘Ambi or Paisley’, and the architecture of Lotus temple in Delhi.
The visual identity will be integrated extensively in packaging, point of sale materials, product delivery trucks, equipments and out-of-home media. The campaign for the Games has been developed by McCann Erickson.
Source: Coca-Cola India
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