By Archana Raj

With catchy jingles and visually striking, celebrity-filled commercials, cold drink brands in India are pulling out all the stops to elevate their marketing endeavours, especially with the summer season aligning with the highly anticipated IPL 2024 cricket league and the general elections.

Mukesh Vij, Founder of Hashtag Orange, said, "The early onset of summer is already tipping the scales in their favour with an increasing consumer demand for soft drinks. Moreover, both IPL and general elections are events that ignite numerous conversations across the country. Cold drink brands are already leveraging the immense power of these events to connect with a wider audience and drive engagement and sales."

However, leading brand consultants and advertising experts in India suggest that cold drink brands explore avenues beyond traditional TV commercials. They recommend leveraging experiential marketing, riding the e-commerce wave, and embracing digital marketing strategies.

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