Coca-Cola India, under the flagship of their global initiative Five by Twenty - empowering 5 million women by 2020 – was looking for a simple idea to propagate the initiative in Rural India. The initiative addressed the most common barriers women face when trying to succeed in the marketplace. And offered women access to business skills training courses, financial services and resources like solar coolers to help them become Coke retailers and lead a self sufficient, happy life.
A Coke bottle looks quite like a woman. That’s how the idea of Coke woman was born. The Coke woman was conceptualized as a sari clad Indian woman in the shape of a Coke bottle. The Coke woman became the identity of the Indian edition of the 5by20 initiative – Aasha, meaning Hope in English. That’s not all, a three phased integrated campaign was developed around the Coke woman.
The first phase encouraged the bottlers to participate in the initiative. While the second phase engaged directly with rural Indian women and motivated them to join the movement. The third phase aimed at involving the end-consumer to partner the initiative. Special edition Coke woman bottles were created and sold at the retail stores and the proceeds helped in empowering more rural woman.
- Project Roles
- Art Director, Copywriter, Creative Director
- Leo Burnett
- Art Direction, Copywriting, Creative Direction
- Project Industries