Outdoor ASIA - July 2018

80 August 2018

BRAND SPEAK

Ajay Bathija, Director, Colas, Coca-Cola India and South-West Asia talks about the

brand’s approach to OOH advertising in India, and how innovations amplify the brand

messaging

‘OOH is a critical medium for us’

Ajay Bathija, Director, Colas, Coca-Cola India &

South-West Asia

S

hare A Coke proved to be one of the most successful

campaigns launched by Coca-Cola in recent times.

The campaign, highlighting the essence of relationships,

was communicated on different marketing channels –

from the bottle labels to commercials. Interestingly,

OOH was one channel that amplified the messaging

while reinforcing the local connect with consumers.

Commenting on the big budget campaign, Ajay Bathija,

Director, Colas, Coca-Cola India and South-West Asia,

said, “OOH is a very critical medium for us, so we

invest heavily on this medium. However, the difference

in Share A Coke campaign was that OOH allowed us

to customise and personalise the messaging and

regionalise it too; the Share A Coke message went out

in 12 regional languages.”

Globally, the brand has been creating remarkable

presence on digital outdoor formats such as 3D Robotic

Signs at Piccadilly Circus in London. Likewise, the Indian

brand team is open to replicate some masterpieces

in the Indian OOH space as well. “Innovation is one

thing that we will want to pursue, be it any medium

because innovation is the way to go. We have only 2-3

seconds to grab the attention of someone who is driving

or walking by in the outdoors. It can either be done

through impactful, clutter free and sharp visuals that

speaks for itself or through an innovation which impels

people to look at the outdoors for a few seconds more.

In fact, we are eagerly searching for such options as we

connect much more with the young consumers,” says