Coca-Cola launches innovative 'Burn' campaign

New Delhi : In line with its commitment to innovate, Coca-Cola India has unveiled an exclusively designed car, to engage consumers for its premium energy drink brand ‘Burn’. Designed by ace automobile designer ‘Dilip Chhabria’, the Burn inspired concept cars are all set to ply the roads of Delhi, Mumbai and Bangalore. The initiative is being rolled out to connect with trendsetting, socially active and adventurous young adults who require energy to experience life to the fullest. The design of the Burn cars is in sync with the brand attributes of the premium energy drink which stands for masculinity, potency, energy and primal characteristics. The car’s appeal is further accentuated with the presence of the Burn’s unique flame iconography on its body. Burn’s potency is best explained by its tagline ‘Can you take the heat?’

According to Ace automobile designer Dilip Chhabria, “Each and every design that rolls out of my studio has a unique identity and appeal. When the Burn marketing team approached me with idea of the brand Burn, it instantly appealed to my imagination. The primal, potent, sensual and energetic character of brand combined with its unique flame iconography instantly sparked off a design idea. I am very happy and proud to have designed the Burn Car. Since we started working on the project, it has been my endeavor to weave in the Burn’s primal and nocturnal personality into the vehicle. Looking at the end result, I am confident that the design of the cars will find a special appeal amongst the youth ”

Dilip Chhabria’s design studio team which included seven engineers worked together on the Matiz platform to build the various facets of the Burn inspired car. The whole project involved over 6000 man hours and was executed using Alias, the leading automotive design software.

According to Ricardo Fort, VP- Marketing, Coca-Cola India, “Innovation has always been the hallmark of Coca-Cola’s business strategy in India. The distinctive association to design the Burn Cars is yet another affirmation of our endeavor to connect with our consumers. We are excited to partner with ace automobile designer Dilip Chhabria to launch one of our globally most successful and premium energy drink, Burn, in India. The styling of the Burn vehicle confirms the brand imagery and association that is targeted at socially active and adventurous young adults who are always at an all-time high in their life.”

The launch of the Burn Cars is part of a 360 degree integrated marketing communication involving on-ground consumer activations including experiential sampling and community marketing initiatives. Three newly stylized Burn cars will hit the roads in the 2nd week of December, 2009.

Burn has been made available in a premium 250 ml slim can priced at Rs.75. As part of a phased roll-out, Burn will initially be made available in select premium channels and outlets in three key cities of Mumbai, Delhi & NCR and Bangalore.

Internationally, Burn is one of the most successful energy drink’s from The Coca-Cola Company, with strong presence in countries like Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, US, Australia, South Africa etc. Burn was first introduced in Europe in the 90’s, over the years its presence has expanded to over 76 countries. Its launch in India is a testament of the evolution of the ready to drink packaged beverage industry in the country.

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