Music, Memes, and Maha Moments: How India's Summer Was Reimagined
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In a summer of soaring heat, these stories prove that refreshment today isn't just about what's in the bottle—it's about the world the brand creates around it.
As the temperatures rise, so does the energy in India's beverage industry. This summer, Coca-Cola India and PepsiCo India are stepping beyond thirst-quenching to deliver immersive cultural experiences, tech-forward storytelling, and hyperlocal engagement. From spiritual gatherings to cricket stadiums, meme culture to musical heritage, their campaigns are tuned into the heartbeat of modern India.
From the sacred ghats of the Maha Kumbh to the pulsating beats of Coke Studio Bharat, Coca-Cola India's summer strategy is rooted in storytelling that reflects the soul of the country. The brand's calendar is a robust celebration of India's diversity, regional pride, and contemporary voice.
Coke Studio Bharat: Music That Moves Generations
Now in its third season, Coke Studio Bharat continues to bridge traditional folk with contemporary rhythm. This year's standout tracks—'Holi Aayi Re," 'Holo Lolo," and 'Punjab Vekh Ke"—are not just songs, but multisensory journeys through India's cultural heartlands.
'Holi Aayi Re", featuring Malini Awasthi, Vishal Mishra, and Prateeksha Srivastava, draws inspiration from the spirited Holi traditions of Mathura and Vrindavan. It blends the lyrical richness of Awadhi folk with modern arrangements, celebrating festivity, tradition, and the emotional resonance of Indian music.
'Holo Lolo," performed by Shankuraj Konwar and Shalmali Kholgade, explores the bond between a phandi (elephant trainer) and his elephant companion, combining Assamese folklore with Hindi lyrics in a rhythmic ode to companionship and culture.
'Punjab Vekh Ke", voiced by Jassa Dhillon, Gulab Sidhu, Raaginder, and Thiarajxtt, pays tribute to the unbreakable spirit of Punjab and its everyday heroes—its lok.
'This season of Coke Studio Bharat is rooted in the idea of bridging the traditional with the contemporary, bringing India's cultural legacy into today's soundscape," said Shantanu Gangane, IMX Lead, Coca-Cola India. 'By providing a platform to artists like Gulab Sidhu and Jassa Dhillon, we're enabling a new wave of voices to reinterpret heritage in a way that speaks to the next generation."
The song 'Holi Aayi Re" also found a national stage during the Coke Halftime Show at the ICC Men's Champions Trophy 2025, where India's victory over New Zealand was punctuated by a celebratory performance that turned halftime into a festival of its own.
Maha Kumbh 2025: Localization in Every Drop
In an unprecedented move, Coca-Cola India localized its branding by releasing a Devanagari-scripted Coca-Cola label exclusively for the Maha Kumbh 2025. The packaging resonated deeply with attendees, emphasizing community and tradition. On-ground, Coca-Cola offered experiential activations—hydration carts, 3D OOH displays, cooler walls, selfie zones, and vibrant food court partnerships—merging the sacred with the contemporary.
'Joke in a Bottle': Laughter with a Local Flavour
Another standout from Coca-Cola India is the return of Sprite's 'Joke in a Bottle' campaign, now in its third season. This campaign taps into India's meme culture and regional humor, offering pincode-specific comedic content and AR-powered experiences.
Partnering with content creator Yashraj Mukhate, Sprite brings humor to life through musical punchlines, laugh tracks, and beat drops—blending refreshment with entertainment.
'Sprite's 'Joke in a Bottle' is a seamless fusion of Gen Z subcultures, offering a witty and fun perspective on the daily routines of youth," said Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India and Southwest Asia. 'Through Yashraj's creative brilliance, we have transformed content into a sensory experience—one that transcends traditional viewing, allowing consumers to feel and share it through a unique audible."
PepsiCo India: Making Waves with Big Names and Bold Moves
While Coca-Cola India dials into culture, PepsiCo India is taking a bold, celebrity-driven, and innovation-focused approach. Its flagship brands—including Pepsi, 7UP, Mirinda, Mountain Dew, Sting, Slice, Nimbooz, Gatorade, Tropicana, and Aquafina—are backed by high-decibel campaigns designed to dominate every summer moment.
'With summer around the corner, PepsiCo India is all set to quench the nation's thirst with its powerhouse beverage portfolio," said a PepsiCo India spokesperson. 'We're doubling down on innovation activations and consumer engagement… from Mountain Dew's latest TVC with Salman Khan and Hrithik Roshan to Mirinda's vibrant Holi film and the buzzworthy Pepsi 'Anytime' campaign."
The 'Anytime' campaign has captured digital and social attention with its disruptive storytelling and pop-culture appeal, aligning Pepsi's brand ethos with youth spontaneity and anytime refreshment.
PepsiCo also emphasized its operational readiness: 'We are geared with a robust supply chain and expanded production to ensure seamless availability," the spokesperson added. 'This summer will be packed with high-energy activations, digital-first storytelling, and strategic partnerships to maximize impact and connect with consumers."
Conclusion: More Than Just Refreshment
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This summer, Coca-Cola and PepsiCo India aren't just selling beverages—they're curating moments, memories, and movements. Whether it's a Coke Studio song echoing through a cricket stadium or a regional meme delivered through a Sprite bottle, or Pepsi's cinematic punch in digital campaigns, these brands are speaking directly to India's evolving, expressive, and hyper-connected consumers.
In a summer of soaring heat, these stories prove that refreshment today isn't just about what's in the bottle—it's about the world the brand creates around it.
First Published:
May 12, 2025, 08:49 IST
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