The new brand initiative has been conceptualised by Prasoon Joshi of McCann Erickson and has been directed by Pradip Sarkar, maker of Parineeta, the company said in a release in Mumbai.
Coca-Cola India has planned an integrated food campaign, which will leverage other evolving media and will be
supported by a strong, on-the-ground
programme in terms of visibility and trade activation, it said.
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