Identity and Nation in Coca Cola’s Thanda Narratives in India
When Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in vie...
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Karadeniz Technical University
2024-06-01
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| Series: | Nalans |
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| Online Access: | https://nalans.com/index.php/nalans/article/view/770 |
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| author | Rakesh Tripathi |
| author_facet | Rakesh Tripathi |
| author_sort | Rakesh Tripathi |
| collection | DOAJ |
| description | When Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in view of the fact that it was a foreign brand which had pulled out of Indian market owing to unfavorable legislations in 1977. Given this scenario, Coca-Cola, despite being a global brand with a high recall value, faced tough competition from popular Indian brands like Thums Up, Limca, and Gold Spot, which enjoyed a larger market share during the early 1990s. To meet this challenge, Coca-Cola launched a series of television commercials in Hindi, the national language of the country, featuring its brand ambassador, Aamir Khan, a popular Indian actor. Considered to be one of the most creative and popular advertisement campaigns of its times, the commercials specifically aimed to create a favorable narrative for Coca-Cola in the minds of Indian consumers. All the different versions of the commercial had a common but powerful punch line, which played a major role in positioning the brand at par with the long-standing Indian brands in the market. This research article undertakes a semiotic analysis of the commercials, particularly with the aim of establishing the narrative(s) they offered and how that narrative was instrumental in giving Coca-Cola the makeover it needed to compete with the Indian brands. |
| format | Article |
| id | doaj-art-b67460aede524067bb01c0339b2a1189 |
| institution | DOAJ |
| issn | 2148-4066 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Karadeniz Technical University |
| record_format | Article |
| series | Nalans |
| spelling | doaj-art-b67460aede524067bb01c0339b2a11892025-08-20T02:55:36ZengKaradeniz Technical UniversityNalans2148-40662024-06-011224718410.59045/nalans.2024.43717Identity and Nation in Coca Cola’s Thanda Narratives in IndiaRakesh Tripathi0Sri Sri UniversityWhen Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in view of the fact that it was a foreign brand which had pulled out of Indian market owing to unfavorable legislations in 1977. Given this scenario, Coca-Cola, despite being a global brand with a high recall value, faced tough competition from popular Indian brands like Thums Up, Limca, and Gold Spot, which enjoyed a larger market share during the early 1990s. To meet this challenge, Coca-Cola launched a series of television commercials in Hindi, the national language of the country, featuring its brand ambassador, Aamir Khan, a popular Indian actor. Considered to be one of the most creative and popular advertisement campaigns of its times, the commercials specifically aimed to create a favorable narrative for Coca-Cola in the minds of Indian consumers. All the different versions of the commercial had a common but powerful punch line, which played a major role in positioning the brand at par with the long-standing Indian brands in the market. This research article undertakes a semiotic analysis of the commercials, particularly with the aim of establishing the narrative(s) they offered and how that narrative was instrumental in giving Coca-Cola the makeover it needed to compete with the Indian brands.https://nalans.com/index.php/nalans/article/view/770advertisementcompetitionsemioticnarrativeindian |
| spellingShingle | Rakesh Tripathi Identity and Nation in Coca Cola’s Thanda Narratives in India Nalans advertisement competition semiotic narrative indian |
| title | Identity and Nation in Coca Cola’s Thanda Narratives in India |
| title_full | Identity and Nation in Coca Cola’s Thanda Narratives in India |
| title_fullStr | Identity and Nation in Coca Cola’s Thanda Narratives in India |
| title_full_unstemmed | Identity and Nation in Coca Cola’s Thanda Narratives in India |
| title_short | Identity and Nation in Coca Cola’s Thanda Narratives in India |
| title_sort | identity and nation in coca cola s thanda narratives in india |
| topic | advertisement competition semiotic narrative indian |
| url | https://nalans.com/index.php/nalans/article/view/770 |
| work_keys_str_mv | AT rakeshtripathi identityandnationincocacolasthandanarrativesinindia |