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<ul><li>Kamlesh Sharma, Chief Communication Officer at <keyword id="1037184" type="COMPANY" weightage="20" keywordseo="Hindustan-Coca-Cola-Beverages">Hindustan Coca-Cola Beverages</keyword> and Prathap Suthan, Founder and Chief Creative Officer, Bang in The Middle write why we need to arm people with relevant information.</li><li>They suggest using a 3-pronged communication approach to tackling the multiple sides of the pandemic. </li></ul>Shortly, we will head into the 6th month of our first exposure to the Coronavirus. And the world we knew is no longer the same. We suddenly know of a class of people who built our cities, but the cities didn’t have any place for them. We now know our health infrastructure is still a planet away from what a near 3 trillion economy deserves, and while we have found a way to reach distant Mars, we still haven't found a way to lockdown a tiny virus. Be that as it may, we are now surer than ever, that we are now our own medicine. As much as we are our own defense. As such, communicating the bigness of this truth to the nook and corner of the country needs to be our stubborn focus. Perhaps as much as there was a need to convey – sabke saath, sabka vikas! Going ahead, we need to arm people with relevant information, and immediately at that. Perhaps there could be a 3-pronged communication approach to tackling the multiple sides of the pandemic. Plan A needs to be about hammering down and convincing people that the mask is meant to be worn, and not used as an item to avoid challans or penal action. That washing of hands or sanitizing them is an easier, cheaper, and more convenient way of combating the virus than trying to secure a hospital bed. And that do gaz ki doori (social distancing) is as sure a way of breaking the back of the virus, as was do boond zindagi ki, for eradicating polio. The only medicine for corona is YOU. You are the vaccine. You are the cure. Look no further than our success against HIV, if we are still not making sense. Plan B needs to be about co-opting all of us into the combat. While we expect the government to wield a magic wand, they simply don’t have it. The burgeoning daily maths doesn’t allow that. So, while every community, RWA, association, corporate, village, etc. need to start thinking of isolation wards, beds, emergency measures; we must also come together to celebrate those that have successfully conquered the illness. There’s just too much of stigma and ostracization attached to the disease. Why can’t we think of a <keyword id="8764262" type="COMPANY" weightage="20" keywordseo="covid">COVID</keyword> patient the same way we think someone who caught dengue, chikungunya, or common cold? Falling ill is human. This when we also know that thousands of people have cured themselves of the virus through simple home isolation. Plan C of the narrative simply must be around CBM – confidence-building measures - for self, for the country and economy. The economy is bruised, people are not earning enough, and yes, there have been job losses, all ironically at a time when people need money the most. But at the same time, the virus has also brought about a big reset. It has thrown up new opportunities, new habits, and perhaps new ways of living. There are new kinds of businesses being set-up, people are looking at new ways of doing things. We are now talking about one country, one ration card; home delivery and the traditional grocer is the toast of the town; working from home does not stoke guilt but is the new status quotient, and so much more. So as Mirza Ghalib said, “this too shall pass,” and we will certainly have much more to look forward to. The need of the hour is to put a portion of the state’s resources in quickly radiating the messages of A, B, and C. And to also seek and allow willing corporates to combine and put out a credible line of advisories, DIY remedies, and SOS methods to help people fight this themselves if and when corona comes visiting. We may not have much time. - By Kamlesh Sharma, Chief Communication Officer at Hindustan <keyword id="6391475" type="ORGANIZATION" weightage="20" keywordseo="coca-cola">Coca-Cola</keyword> Beverages and Prathap Suthan, Founder and Chief Creative Officer, Bang in The Middle

A 3-way narrative needed to combat COVID

How Maestro Ilaiyaraaja composed HCCB’s anthem

<ul><li>Music maestro Ilaiyaraaja has composed the corporate anthem for Hindustan Coca-Cola Beverages. This is his first-ever composition for a corporate in 40 years. </li><li>We spoke to the brand and agency to find out what made HCCB come up with an anthem now, the rising need for developing a musical identity, and of course, the experience of working with Ilaiyaraaja. </li><li>Here is what went behind creating HCCB’s anthem at Prasad studios in Chennai.</li></ul>Music maestro Ilaiyaraaja has composed the corporate anthem for Hindustan Coca-Cola Beverages (HCCB). 
 <div type="Video" msid="72385118" hostid="261" title="How Maestro Ilaiyaraaja composed HCCB’s anthem" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72385118"></div>



 The anthem bears his signature and is eminently identifiable as his work. The tune is simple, registers with the listener instantly, and grows on the individual with every successive rendition. The melody catches attention and the richness of the composition provides longevity. The tune was composed by Ilaiyaraaja at Prasad studios in Chennai. Creator of more than 7,000 songs in 1,000 films, Ilaiyaraaja has composed for a corporate entity for the first time in his 40-years of career. Beginning with a soft and mellifluous tune on the flute, the anthem gradually extends into a powerful visual of India. In many ways, the music represents the new India, which is traditional and yet contemporary; always on the move, inspiring others and the world in the process. We spoke to the brand and agency to find out what made HCCB come up with an anthem now, the rising need for developing a musical identity, and of course, the experience of working with Ilaiyaraaja. Here is what they said:

Here is how Maestro Ilaiyaraaja composed HCCB’s anthem

New Delhi, Nov 26 () Hindustan Coca-Cola Beverages (HCCB), the Indian bottling arm of global beverages major Coca Cola Company, on Tuesday announced appointments of Saba Sharma and Preeti Balwani as chief procurement officer and general counsel, respectively.
 Both of them will be part of the senior leadership team that reports to CEO, Christina Ruggiero and will be based at the company's headquarters in Bengaluru, HCCB said in a statement.
 Commenting on the new additions to the senior leadership team, HCCB, CEO Christina Ruggiero said, "In line with our talent strategy of building a diverse leadership pipeline, we welcome Preeti and Saba to HCCB. They are seasoned professionals in the FMCG space. I am sure their skills will be a positive value add to our growth ambitions."
 Prior to joining HCCB, Sharma was with Procter &amp; Gamble where she worked on Indian and international assignments. Her mandate at HCCB is to work closely with business and drive transformation in the procurement function, the company said.
 "With her multi-cultural and multi-geography experience in FMCG procurement spanning raw material, sales, marketing, media, IT, contract manufacturing and plant purchases, Saba brings in unique blend of knowledge and skill sets," it added.
 Balwani is a commercial lawyer with the experience of both in-house and private practice. She has served as a partner in law firms, prior to moving in-house, in her role as general counsel and executive director at Kraft Heinz in India. RKL SHW
SHW

HCCB appoints Saba Sharma, Preeti Balwani to senior leadership team

<ul><li>We bring to you a series of columns from industry experts, looking back at the last 10 years</li><li>The columns will explore how the media, marketing and <keyword id="34612" type="PERSON" weightage="20" keywordseo="advertising-industry">advertising industry</keyword> has transformed in the last decade</li><li>Kamlesh Kumar Sharma, Chief Communications Officer, <keyword id="1037184" type="COMPANY" weightage="20" keywordseo="Hindustan-Coca-Cola-Beverages">Hindustan Coca-Cola Beverages</keyword> shares a few themes that would unravel themselves in 2020 and things that would continue to remain the same. </li></ul>Just the other week, I was reading an article which debated whether the new decade starts at the end of 2020 or at its beginning. So when Business Insider called upon the new decade and asked me to look back on the last 10 years as well as towards the next 10 years of the beverage industry, the first thing that crossed my mind was – has there ever been a decade of such pronounced contradictions which are complementary. Among the things that strike me is, how much have things changed and yet remained the same. A decade of seeming contradictions which have happily converged to a point where they appear synergistic. As we enter the next decade, I guess the following themes will unravel themselves much more. 1. The era of the omni-channel Take this for an example. We knew that traditional brands will need a strong digital presence, given how quickly technology has got us all wrapped around. But that online brands would need a physical presence, is a theme that we discovered only towards the latter half of the decade. It has now become clear that brands need to be omni-channel. By implication, marketing needs to be relevant to the audience of that channel, even if there are synergies that could be leveraged, across channels. Therefore brand communications must hold itself accountable to generating transactions – offline and online – versus merely building brand love. Let us pause to think of how many large companies including those in the beverage business, have either amalgamated or eliminated the role of CMOs for Chief Growth Officers, Chief Commercial Officers etc. 2. Physical connect will still have a premium The second theme, which was a contradiction when it began but now seems very obvious, is that in a world which is increasingly skewed to the virtual, there is still a premium on building the physical connect. The challenge is to now find those quiet corners/niches where the consumers can be found in their physical being. Haven’t we already noticed how many art festivals, design exhibitions, literature festivals, holiday trails, have atleast 2-3 beverage companies as their patrons/sponsors. An example from my backyard is that of Hindustan Coca-Cola Beverages (HCCB), the corporate brand, being a partner with the Mysore and Gujarat Literature festivals, while Coca-Cola – the product brand – is a partner with the Serendipity Arts Festival. Now, this doesn’t mean that finding the right consumer is any easy in the digital space, but atleast discovering the relevant profiles, is more or less taken care of, thanks to big data and smartphones. 3. Technology is core, not an add-on delight! A third theme that has revealed itself during the decade is how technology features as a core part of the consumer offering. 10 years ago, we thought technology was an add-on, or a fancy feature above the core offering. However technology has conveniently mutated itself from being a differentiator to an enabler. For example, based on my personal preference and my last few orders, tech is already giving me a choice of the beverage that I am most likely to consume again. However, as my predictable choices are on display, the same technology is also willing to offer me an assortment of drinks that others of my ‘kind’ would have consumed over the last couple of hours. No fuss! So as a communications person, what should be my bets on communicating the predictable versus the popular? A decision that we will have to make more of, in the next decade. 4. New + old – is the new normal A fourth theme that is still in the churn, quite literally, is that for a country that is getting increasingly comfortable in experimenting with the ‘new’, is also very easy with its roots and heritage. There are enough and more examples of turmeric teas, tandoori chai, zeera flavoured carbonated drinks and much more that are doing as well as an Appletiser or SmartWater. This theme is manifesting across segments and marketers are using the notions of nostalgia, pride, wisdom, giving back and so on as narratives to leverage this dichotomy. So far it has worked. My bet is that this will remain a focal point of the next decade. Marketers will do well to think of other virtues that coalesce this broad theme of – go back to go forward! 5. Customisation versus consistency, or both The final theme of the decade has been the interplay of customisation versus consistency. For a generation that likes its coffee with a dash of milk, 0.5 mm of foam, half a spoon of chocolate, some latte but a strong blend, to think that we also happily accept gallons of chai made by robots, is very intriguing! Layer this with the phenomenon of what we are now calling ‘social effect’ or ‘recommendation economy’. Our decisions are increasingly being influenced by how many of the others are trying or buying the same choice. It appears that for a marketer, the choice between customised versus consistent is no longer binary. Perhaps real-time data analytics can save the day, if not the decade! So expect a lot of unexpected narratives, revised campaign creatives and rebalancing of spends. - By Kamlesh Kumar Sharma

A decade of change and innovation for India's beverage industry

India’s largest beverage giant <keyword id="6391475" type="CITY" weightage="100" keywordseo="Coca-Cola">Coca-Cola</keyword> is going for a major shuffle in its top management for marketing, strategy, insights and operations. The shuffle has been pushed by a year of flat sales and fall in its profitability. With these changes, the company wants both Coca-Cola and its bottling arm <keyword id="1037184" type="COMPANY" weightage="100" keywordseo="Hindustan-Coca-Cola-Beverages">Hindustan Coca-Cola Beverages</keyword> (<keyword id="417867" type="UNKNOWN" weightage="100" keywordseo="HCCB">HCCB</keyword>) to regain customer loyalty in the ongoing peak season for soft drinks. The Atlanta-based giant has to be cautious about changes in the Indian market given that the country is its sixth largest market in terms of volume. The changes began after Sumanta Dutta, VP (south west Asia) for five markets moved out after over two decades. Similarly, Coca-Cola marketing head <keyword id="647639" type="UNKNOWN" weightage="100" keywordseo="Debabrata-Mukherjee">Debabrata Mukherjee</keyword> is also moving out of the key area of marketing. Mukherjee would now handle general management operations for South West Asia - a market that does not include India. Marketing would now be headed by <keyword id="4667807" type="UNKNOWN" weightage="100" keywordseo="Vijay-Parasuraman">Vijay Parasuraman</keyword>, who is coming back from China for his new role. <keyword id="4667703" type="UNKNOWN" weightage="100" keywordseo="sundeep-bajoria">Sundeep Bajoria</keyword> has joined as VP (strategy &amp; insights) for the India and South West Asia business unit from the global finance team in Dubai. Head of strategy and insights <keyword id="946320" type="UNKNOWN" weightage="100" keywordseo="Asim-Parekh">Asim Parekh</keyword> will now head fruit and agriculture circular economy, while <keyword id="4071089" type="UNKNOWN" weightage="100" keywordseo="Shehnaz-Gill">Shehnaz Gill</keyword> has joined as head of operations for India after being the vice president and general manager at Coca-Cola New York. "These were planned career moves to renew the talent pool in the leadership team and bring home grown talent back to the country and the region," said Ishteyaque Amjad, VP for public affairs &amp; communications, Indian and South West Asia. Talking of changes at HCCB, Sanjay Sharma, executive director of Supply Chain has called it quits. There are rumors of other top officials from HCCB moving into Coca-Cola India; however, an HCCB spokesperson has denied them. "Sanjay Sharma has decided to pursue a career in another industry. Everything else is purely speculative in nature. HCCB's employee turnover rate is one of the lowest in the sector," the HCCB spokesperson told <a href="http://economictimes.indiatimes.com/news/company/corporate-trends/after-a-year-of-flat-sales-coca-cola-rejigs-leadership-team/articleshow/59209211.cms">ET</a>. (Image source Hungry Forever)

Continuous flat sales force Coca-Cola India to shuffle top management

Coca-Cola, the beverages maker from Atlanta Georgia, has retired 65 of its employees via voluntary retirement scheme (VRS) at its Indian bottling unit <keyword id="1037184" type="COMPANY" weightage="100" keywordseo="Hindustan-Coca-Cola-Beverages">Hindustan Coca-Cola Beverages</keyword> (<keyword id="417867" type="UNKNOWN" weightage="100" keywordseo="HCCB">HCCB</keyword>). The company is also thinking of options to sell its bottling business since operations at five such plants were suspended last months, citing declining demand. 
 
These five factories employed 390 people, half of which are still on the payrolls. While one-third of these employees have relocated to other locations, the remaining ones have opted for VRS, an official told ET. 
 
Even though the company didn’t confirm the fact, this is possibly the largest number of employees that the company’s Indian branch has let go of at a time. 
 
As per the company’s website, HCCB, which employs 9,500 people, handles 65% of the company's total bottling operations in India. 
 
"We retain the licence to produce at these plants. Should there be a change in demand projections in the future, we may utilise the latent capacity at these plants," the spokesperson added. 
 
<a href="https://www.rt.com/files/news/28/c6/40/00/000_hkg2004081885929.jpg">Image source</a>

Coca-Cola ‘voluntarily retires’ 65 employees from HCCB bottling plants

New Delhi, Mar 19 () Hindustan Coca-Cola Beverages (HCCB) on Thursday said it has launched three programmes for its employees -- maternity support, Back to Work, and Women's Network. Christina Ruggiero, chief executive officer of HCCB, said that each of the initiatives is aimed at making everyone at the workplace feel respected and included. "The maternity programme is aimed at providing all necessary support including medical advice and counselling to both men and women employees," the company said in a statement. It said the programme provides for planned interventions by experts, managing pre- and post-delivery changes and back-to-work preparation, allowing them to seamlessly join the work back. It added that the 'Back to Work Programme' is designed to help women on a career break make a gradual transition back into the corporate workspace. The company, it said, also plans to provide a six-month internship to these women to help them acquire necessary skill sets and regain their confidence before they are inducted into the workforce. The Women's Network programme is created as a platform for all working women to come together and help each other in all matters, both personal as well as professional, it added. HCCB is a leading fast-moving consumer goods firm. It manufactures, packages and sells beverages brands, including Minute Maid, Maaza, Kinley, Thums Up, Sprite, Coca-Cola, Limca, and Fanta. It has a network of 3,900 distributors and over 2.5 million retail outlets operating in 25 states. RR HRS

Hindustan Coca-Cola Beverages launches initiatives for employees

While lead poisoning remains to be one of the most critical health concerns in India, the ill-effects of this harmful metal has only recently dawned upon us with the series of controversies and chaos. The nation has woken up from its deepest slumber and realized that lead is an extremely dangerous metal, which on being consumed continuously can adversely affect health and have a serious impact on the mental development of young children and mothers. 
 According to WHO, lead exposure is estimated to account for 1, 43,000 deaths per year with the highest burden in developing regions. Also, it is estimated that more than 20% of exposure to lead comes from <keyword id="6355063" type="UNKNOWN" weightage="20" keywordseo="Drinking-water">drinking water</keyword>. While the lead controversy so far has only been confined to food, it is time to think whether the water we drink every-day is safe enough for consumption. Studies have confirmed a rise in kidney problems and high blood pressure due to the presence of <keyword id="3396354" type="UNKNOWN" weightage="20" keywordseo="lead-in-water">lead in water</keyword>. Additionally, it also causes anemia, hypertension, renal impairment, immune toxicity and toxicity to the reproductive organs whose neurological and behavioral effects are believed to be irreversible. 
 It is believed that human exposure to lead through water increases due to degraded plumbing in old buildings or on account of breakage and through mixing with <keyword id="6369347" type="UNKNOWN" weightage="20" keywordseo="contaminated-water">contaminated water</keyword>. The amount of lead in water also depends on the types and amounts of minerals in the water, how long the water stays in the pipes, the age of the pipes, the water’s pH/composition and temperature. Hence, there is not much that one can do in eliminating lead from making its way into our daily water supply. In order to ensure your water is adequately purified before consumption, listed below are a few steps that one can follow which can be extremely useful. 
 
• Have your water tested- One cannot see, touch or smell lead in drinking water. The only way of being sure about the presence and amount of lead in your home water is to have it tested by a competent laboratory. Testing is important as it provides you with free water analysis and plumbing audit, so that one can be armed with the information needed to make the right decisions for you and your family. Ask your water supplier or consult an expert water specialist who can share information or assistance with testing 
 
• Purifier with lead removal efficiency - While choosing a water purifier, opt for the one which can remove lead and other heavy metals from water like patented HCCB cartridge 
 
• Boiling is not enough- Boiling water only provides protection against microbial contamination caused by bacteria, virus, protozoa etc. It does not remove dangerous chemicals or new-age contaminants like lead, pesticides and physical impurities like mud, dust, rust etc. In fact this method of purification is liable to concentrate contaminants like lead, asbestos, mercury, and many toxic organic chemicals that do not vaporize and the relatively pure water vapor boils off 
 
• Advanced Technologies- With newer and advanced products in the market, one can opt for the products with Mineral Guard Technology and G Tech which chooses the optimum purification technology designed to effectively purify water from various sources 
Since water is the basic and most important ingredient in our life, let us move towards safeguarding our family and ensuring a healthy living for them, always. 
 (The article is authored by Dr Abhay Kumar, <keyword id="159131" type="CITY" weightage="20" keywordseo="Eureka-Forbes">Eureka Forbes</keyword> Institute of Environment)

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