The Telegraph celebrates food, music, and Coca-Cola during Durga Puja

By Aniruddha Basu

ABP Pvt. Ltd.

Kolkata, West Bengal, India


Durga Puja is all about meeting with friends and families and spending quality time with them. This creates a sense of joy and happiness all around us. Coca-Cola is a refreshing drink that adds to the happiness and enhances the taste of food. When it comes to food during Durga Puja, it’s as if we save our annual binge for those precious few days.

This year, the objective was to create a symphony of flavours during Puja by associating food and music, culminating with a concert involving the flavour of food and the energy of the music: A feast for the palate and the ears.

Coca-Cola held a two-day Coke Fest September 24-25 in Kolkata, showcasing the best of Kolkata food. Close to 60 food stalls were set up and complemented by music — and a chilled glass of Coke.

Coke Pet Pujor Pandal hosted several of the most popular artists, who entertained the audience as they savoured the city’s mouth-watering delicacies. Sourav Ganguly — formerly India’s cricket captain — became the face of the campaign. Popular celebrities and influencers visited different food joints, tried the signature dishes of the restaurants and talked about the history of that place. Consumers were invited to witness the biggest food and music festival in town.

The campaign was promoted through The Telegraph t2 in print, Facebook, and Instagram pages of t2. Popular celebrities of Bengal were associated with the campaign and visited the different restaurants and the Coke Pet Pujor Pandal.

A consumer engagement journey was created where the consumers were asked to click a picture with a chilled bottle of Coke along with food and upload it on their social media using #CokeWithFood. Winners could enjoy music, food, and Coke at Coke Pet Pujor Pandal.

The Telegraph's Coca-Cola campaign during Durga Puja included celebrities, athletes, and influencers.
The Telegraph's Coca-Cola campaign during Durga Puja included celebrities, athletes, and influencers.

Games and other engagement activities were conducted in colleges across the city. Nearly 1,000 people participated in the contest. The campaign created a ripple effect which made the consumers enjoy a fabulous feast, fun, and friends along with Coca-Cola. Around 2,800 passes were distributed in colleges.

Coca-Cola hit peak distribution this year in Bengal in the months of September and October during Durga Puja. The two-day event was a huge success, with a footfall of over 16,000. Celebrities and food vloggers visited this musical food fest to see top artists like Shreya Ghoshal, Shankar-Ehsaan-Loy and various artists from Coke Studio Bangladesh performing live.

It reached around 7.7 million people and garnered engagement of more than 5lcas. The campaign reached 63% of the audience in the age group 20-24 years and 62% of the audience in the age group 25-29 years.

About Aniruddha Basu

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