Beyond Semiotics: Power and Discourse (Faculty – Dr.

Vasanthi Maria Dass)

Coco – Cola : A Thesis

Coco Cola appeals to the consumerist market by selling their product as one that appeals to
the cultural and national identity of the people by selecting the popular personalities who
represent them. Coco Cola India promotes the soda through celebrities such as Sachin
Tendulkar, Amir Khan, Deepika Padukone and Farhan Akhtar. These are personalities who
speak to the Indians here, about their celebrity-hood in the context of Cricket (sports) and
Bollywood (movies)

The above print ad of Coco Cola has Cricketer Sachin Tendulkar, who has been famous for
earning his fame through the sport of Cricket, by representing India.

My paper will research the other contexts of promoting the brand Coco Cola which does not
involve celebrity hood at all. Coco Cola with its slogan of „Open Happiness‟ shall perhaps
prove that what they do care about is reaching out to the masses as a brand that is relevant not
only to people who are stars but also to the spirit of the nation‟s masses. This very slogan of
„Open Happiness‟ – What could it mean for a „refreshment soda‟ brand? What is it about
Coco Cola that is so inclusive that it has also reached out to the Masses?
To help understand the above I have chosen Coco-Cola‟s print ad for Delhi Common Wealth
Games 2010. Coco Cola appeals to the consumerist market by promoting the Delhi Common
Wealth Games 2010. But, it continues to subscribe to the „joy‟ of the crowds who witness the
Games instead. It still stands by the brand‟s slogan „Open Happiness‟.

The Common Wealth Games is one that tried to unify the countries that were under the
British Empire through sports. The core values of the Common Wealth Games adopted in
2001 were equality, humanity and destiny. The Print Ad promoting the Common Wealth
Games here, does not have an Indian celebrity in it. Rather, it would be irrelevant to have an
Indian Celebrity promoting a Sports Celebration that tries to unify various countries under the
brotherhood of Common Wealth Games. Hence, we see the fans at the Games itself!

The spectators who are Indians and, the not so Indians. The Indian-ness here is
communicated by the „venue‟ of the Games instead. The mentioning of “Go Dilli, Let Sports
win” probably says that the Indian Capital, New Delhi, is privileged to host such a grand
event of Sports that unifies various nationalities under the umbrella of sports. Also, the
Indian-ness in the print ad is communicated by the floral designs in the background. Coco
Cola‟s Print ad for Common Wealth Games 2010 includes the „Chakra‟, also symbolising the
architecture of the Lotus temple of New Delhi.

The bracelet worn by the Indian fan speaks of his cultural/religious connotations. The joy that
the spectators may experience through witnessing the winning spirit of the Games. Here, the
importance could have easily been transferred to perhaps some international sports celebrity
who could have been taking part in the Common Wealth Games and this may have perhaps
appealed to the international audiences too, in ways only they know of!

Or, taking the benefit of the „venue‟ Coco Cola could have appealed partially only to the
Indian audiences too by selecting an Indian Sportsperson who would be participating in the
Games. These are perhaps things that any popularist strategy maker would have adapted, to
reach out to the masses by the way of Branding and Promotions.

The Common Wealth Games Print Ad that Coco Cola promoted in 2010, is one that takes
responsibility in understanding the values that have been adopted by the Common Wealth
Games, which includes „humanity‟. This can be seen in the „signing‟ of the memorandum
between the president and CEO of Coco Cola with the Organising committee of Common
Wealth Games 2010 Suresh Kalmadi.

Their responsibility extended to being the official beverage for the Games. The Coco Cola
Soda would be sold to the spectators, served to the athletes, team officials and the volunteers.

But this is no surprise. Coco Cola has been a beverage brand that has also promoted the
Olympics since 1928.
The promotion of the Common Wealth Games 2010, is something that is not just hyped
around the sports and athletes themselves but by being able to visually promote, advertise and
be symbolic of what the Games is all about through a very relevant slogan „Open Happiness‟
which successfully tries to promote the spirit of sportsmanship, the happiness in winning and
the thrill in the sheer joy of being spectators of such an event.

It is this that we as responsible consumers must look up to while being able to distinguish the
quality, the message, the product of what an advertisement can be. What are the implications
that it has on the public, what are the affects, what matters to the us, as an audience, who
would not only choose such a „product‟ or „brand‟ but also the responsibility that we must
assume while talking about these to the other people of our society.
Here, are some more examples of the non-conventional promotion of Coco Cola. The Image
above is perhaps around one of those street corners where people may stop by, to use a public
phone. It definitely is advertising itself as a brand in the context of having taken over a large
portion of the building itself. “Coco Cola 200ml Rs.5” smoothly translates to the fact that
every common Indian can afford the beverage. Which is exciting and accessible!

The Coco Cola Ad above takes up a wall, perhaps in the vicinity of a not so fully urbanised
location. It is still is present. Atleast, in making people aware of the fact that it exists. They
must „drink‟ Coco Cola. That „Coco-Cola‟ is a drink.
Amrutha Bushan

2nd Semester EMA

Srishti School of Art, Design and Technology

(01/04/2015)