<ul><li>China ranks as the third-largest market in the world in terms of unit case volume. </li><li>Coca-Cola India reached the milestone of 1 billion Unit Case.</li><li>India being one of the strategic markets for The Coca-Cola Company, continues to make a strong contribution to TCCC global results, presenting opportunity and growth potential. </li><li>Coca-Cola plans to take homegrown brands like <keyword id="109079" type="ENTERTAINMENT" weightage="20" keywordseo="Thums-up">Thums Up</keyword> and <keyword id="384195" type="ENTERTAINMENT" weightage="20" keywordseo="mazaa">Mazaa</keyword> globally in other markets. </li></ul>Coca-Cola India has progressed into the new decade by becoming the fifth largest market by volume for The Coca-Cola Company. Coca-Cola India achieved this feat on the back of an impressive 1-billion-unit case sale in 2019. Contributing to the ‘solid growth’, India presents a promising opportunity to become one of the top three markets for the company soon.<br /><br />Coca-Cola in India is transforming into becoming a ‘Total Beverage Company with strong local roots.’ For the last two years, the portfolio of beverage offerings has expanded in a segmented manner. The company has acutely focused on listening to the consumers and offering beverages to match their evolving preferences and going hyper-local. <br /><br />India being one of the strategic markets for The Coca-Cola Company, continues to make a strong contribution to TCCC global results, presenting opportunity and growth potential. Coca-Cola India has also optimized manufacturing and distribution networks to find the best ways to regionalize its business and create more opportunities for its local bottling partners. <br /><br />During his last visit, James Quincey, Chairman and Chief Executive Officer of The Coca-Cola Company had set the goal for Coca-Cola India to become the fifth largest market for the company with aim to be amongst the top three markets in future.<br /><br /><strong>Robust country performance</strong><br /><br />The Coca-Cola Company has made strong value share gains with contribution from both sparkling and non-sparkling offerings. On its way to become the third largest market within the system, Coca-Cola India will continue to accelerate its evolution by offering choice to its consumers. <br /><br />As a part of company’s refreshed approach, Coca-Cola India will continue to grow its core brands by rolling out new variants across Thums Up, Limca, Fanta, Sprite and Maaza, including no-sugar extension; at the same time diversifying its portfolio by entering new beverage categories like enhanced hydration, nutritious dilutables and beverage-plus at affordable price point<br /><br />The company also has robust plans to market marquee Coca-Cola India homegrown brands like Thums Up and Mazaa globally in other markets. <br /><br /><strong>Doing Business Responsibly<br /></strong><br />The company has identified and launched significant global and local initiatives as a part of this endeavour to be a true enabling partner in the growth of all its stakeholders. Global initiatives like ‘World Without Waste’ where by 2030, for every bottle or can sold globally, the company aims to help to take one back, so it has more than one life—a one-for-one collection and recycling system. <br /><br />The India chapter of ‘World Without Waste’ initiative is aligned to the Government of India's Swachh Bharat (Clean India) Mission, where the company’s bottling partner, Hindustan <keyword id="6369745" type="ORGANIZATION" weightage="100" keywordseo="coca-cola">Coca Cola</keyword> Beverages Private Limited (HCCBPL) in partnership with the United Nations Development Programme (UNDP) launched Project Prithvi which is operational in 28 cities across India and plans to roll out in 50+ cities across India by 2020. <br /><br />

India is the 5th largest market for Coca-Cola globally

<img class="gwt-Image" src="/photo/35633466.cms" /><br /> Hindustan Coca-Cola Beverages Pvt Ltd (HCCBPL) and <keyword id="114815" type="CITY" weightage="60" keywordseo="Jain-Irrigation">Jain Irrigation</keyword> have announced a plan to scale up their initiative for <keyword id="6368690" type="COMPANY" weightage="80" keywordseo="Mango">mango</keyword> production, targeting involvement of 25,000 farmers and entailing an investment of Rs 50 crore over 10 years. <br /><br /> The project, called <keyword id="2257102" type="UNKNOWN" weightage="60" keywordseo="Project-Unnati">project Unnati</keyword>, targets mango farmers with the aim of increasing the yield. <br /><br />

	The first phase of the project was launched in 2011 with an investment of $2 million and has covered nearly 4,000 farmers till date, the companies said in a joint statement. It established 200 demo farms in the mango-growing Chittoor region in Andhra Pradesh and covered around 4,000 farmers.
<br /><br />

	After achieving the desired results in Phase 1, HCCBPL made the announcement of scaling the initiative fivefold, reaching 25,000 farmers in Phase 2 at an investment of Rs 50 crore over the next 10 years. The second phase of the project will identify nearly 25,000 farmers covering around 50,000 acres and support them in adopting the Ultra High Density Plantation (UHDP) technology.
<br /><br />

	The UHDP technique enables plantation of nearly 600 trees in an acre, instead of the conventional method of planting 40 trees, thereby increasing yield and improving the livelihood of the farmers. The agricultural practices under Project Unnati offer the basis to improve mango productivity and hence, enhance supply of mango pulp for the industry. 
<br /><br />

	While Unnati Phase 1 has successfully trained farmers on UHDP technology and encouraged them to adopt the new technology, Unnati Phase 2 is built around building deeper relationship and engagements with farmers.
<br /><br />

	The project will mainly harness higher productivity of potential of mango farms for making HCCBPL’s mango drinks Maaza and Minute Maid, T. Krishnakumar, chief executive of HCCBPL, said. He also added that the scaled up initiative is expected to deliver close to 300,000 tonnes of fruit by the 2022-23.
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	Over two-thirds of the 5,000-crore-a-year Indian juice drinks market consists of mango drinks alone. If managed on a long-term, sustainable basis, juice drinks offer a tremendous business opportunity.
<br /><br />

	HCCBPL is the largest bottling partner of The Coca-Cola Company in India and is part of the Atlanta-based firm's Bottling Investment Group.<br />
	<em>Image: Thinkstock</em>


Coca-Cola, Jain Irrigation To Invest Rs 50 Crore To Scale Up Mango Farming

Former <keyword id="7349800" type="General" weightage="80" keywordseo="bharatpe" source="Orion">BharatPe</keyword> Co-founder and Managing Director <keyword id="2988161" type="General" weightage="50" keywordseo="ashneer-grover" source="Orion">Ashneer Grover</keyword> on Saturday claimed that his book "<keyword id="13252074" type="General" weightage="80" keywordseo="doglapan" source="Orion">Doglapan</keyword>" created panic among BharatPe executives and this is the reason the fintech company had apparently filed several cases against him, including an over Rs 88.6 crore fraud case.<br /><br />Reacting to a follower on Twitter who asked for a free copy, <keyword id="3433" type="General" weightage="100" keywordseo="grover" source="Orion">Grover</keyword> said: "Na bhai - business is business -- kitaab pehle aa gayi thi -- yeh case shase to isliye aaye kyun ki kitaab se sab ki fat li (My book came first and this triggered the cases against him as it created panic for all (at BharatPe)".<br /><br />He further posted: "By the way - the real truth is now available for immediate delivery on Amazon. The book which precipitated so much onslaught - padhni to Banti hai! Ab aayega asli mazaa! (Read it as real fun will now happen)".<br /><br />He, however, did not mention BharatPe directly as to avoid the Delhi High Court's wrath where the hearing is currently on and the next date is in January.<br /><br />The court has issued notice and summons to BharatPe's former Managing Director and his kin in a plea filed by the company, seeking orders to restrain them from making defamatory statements against the company.<br /><br />In yet another move against Grover, BharatPe has filed for arbitration with the Singapore International Arbitration Centre (SIAC) to restrict his 1.4 per cent shareholding as well as strip him off his founder title.<br /><br />Grover has about 8.5 per cent share of the company and of this, 1.4 per cent is yet to be vested.<br /><br />With this, BharatPe has taken on Grover from three sides, along with a civil case in the Delhi High Court asking him to reply on the Rs 88.6 crore he allegedly swindled at the company along with his wife and close relatives, and a criminal complaint with the Economic Offences Wing (EOW).<br /><br />Earlier, Grover attacked the fintech platform's co-founder <keyword id="10222571" type="General" weightage="50" keywordseo="shashvat-nakrani" source="Orion">Shashvat Nakrani</keyword>, saying he once asked him to bunk office for a whole year in order to complete his IIT degree while remaining on the payroll.<br /><br />He has written his memoir called "Doglapan (double standards) - The Hard Truth about Life and Start-ups" which will be available from December 16.<br /><br /><strong>SEE ALSO:<br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/microsoft-acquires-firm-developing-high-speed-cables/articleshow/96132213.cms">Microsoft acquires firm developing high-speed cables</a><br /></strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/elon-musk-could-lose-worlds-richest-person-title-as-tesla-lost-half-market-value/articleshow/96132060.cms"><strong>Elon Musk could lose world's richest person title as Tesla lost half market value</strong></a><br />

BharatPe filed cases because my book 'Doglapan' created panic: Ashneer Grover

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits.<br /><br />Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets.<br /><br />The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’.<br /><br />        <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div><br />The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country.<br /><br />Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.<br /><br />Pankaj Tripathi on his association with the brand said, "<em>Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!</em>" <br /><br />Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

<ul><li>Our confessions series is a platform where young professionals from the advertising, marketing and media world will get to pour their hearts out on how the outbreak of coronavirus has affected their daily routines, the good, bad and ugly sides of working while under house arrest and talk about if it's even possible to balance work and personal life in a situation like this. </li><li>In today’s column, Mohit Rao, Copywriter, <keyword id="3671421" type="PERSON" weightage="20" keywordseo="Tonic-Worldwide">Tonic Worldwide</keyword> confesses how challenging dealing with client feedback can be, how to avoid getting stuck in an existential loop while working remotely, and what keeps him going every day. </li></ul>There is no geographical solution to a vocational problem. Issues of the work place have a wonderful way of manifesting themselves wherever it is that you try to connect your questionably functioning laptop to a dodgy wifi connection. It begins with the usual physical problems- the O key isn’t working, the CAPS key is behaving erratically, and I’m working on Schrodinger’s Wi-Fi – all that jazz. Soon, however, the issues will transcend temporal boundaries and start becoming more existential in nature -- what am I doing, why am I doing it, is any of this even worth it, is anything worth it -- before mystifyingly looping back to the physical as the G and H keys, too, stupefyingly stop working. <br /><br />In many ways, I am grateful to these physical problems. They serve as a welcome distraction to the peskier existential ones. The stupid message or email taking forever to actually be sent to the client serves as a necessary irritant that will tire me out or work me up enough for the real issue that will prop up when the message or email does go to the client. <br /><br />Rejection in all its myriad forms is part and parcel of this job -- it’s the form this rejection takes that is the source of angst for a copywriter. See, every other cog in this machinery that is advertising and marketing receives feedback that is at least tangential if not coherent. If plans or budgets are rejected then there were certain specific facets of these plans and budgets that can be pointed to as the reason; if design gets rejected it’s because said design doesn’t match up to the picture the client has in mind, and so resulting feedback initiates the Herculean task of trying to imagine what someone else is imagining and trying to bring this image into existence. <br /><br />Things get nebulous when it comes to <keyword id="2039691" type="PERSON" weightage="20" keywordseo="Copywriting">copywriting</keyword> for one simple reason -- language. Language is an extremely interesting tool developed over millennia by this species. There are things that must be said, and there are things that must be heard, and between these two is the gulf where all of humanity’s interactions and communication takes place. Copywriters are using this magnificent tool that is language to perform highly complex tasks such as convincing another sentient, cognizant human being to essentially do their bidding. No, not even their bidding -- the bidding of a corporation that wants to sell to the people goods and services they may or may not need. It is for this reason that in modern times this business has come under rightful scrutiny and is looked upon by suspicion and derision by people -- it might be the closest we have come to mind control. I might write <em>‘Lijiye raseele phalon ka mazaa</em>’ but what I am actually doing by using the inherent complexity of language and resulting communication is imbibe the seemingly innocuous imperative sentence asking people to enjoy fruits with an underlying sensuality, which will then further be enhanced by having a leading actress hold up a bottle of fruit juice. This entire exercise is being carried out in service of this fruit juice, to ensure it sells well and makes a corporation a lot of money. <br /><br />Thus, copywriters aren’t just sitting around writing a witty sentence or two all day long -- they are busy crafting an intricate mantra that will ultimately convince another fully sentient human being to buy tickets to a movie, or order food from a specific restaurant from a specific online service. This job becomes all the more difficult when other people start giving their feedback, often vague and indecipherable. I staunchly believe anyone who manages to correctly interpret ‘Make it more crisper’ has a strong future in this field. When dealing with feedback, the copywriter must not only have to defend the integrity of what was originally created and the meaning of the original copy, but also the way it is being interpreted by others. Copywriting is thus equal parts performing sorcery with language and performing the Sisyphean task of having to deal with other people’s interpretations of what you were trying to convey with your copy. Compromising your original objective the copy meant to convey is a given- after all, like a joke, a copy doesn’t really work if you have to explain it. But the reason for angst for many copywriters is when their underlying craft is swept aside wholesale by a party that neither bothers understanding what the copywriter tried to say nor explaining themselves in clear terms. And thus the frustrated copywriter is left dealing with trying to himself interpret language such as ‘Make it easier to understand’, ‘Use simpler language’, ‘<em>Mazaa nahi aa raha hai</em>’, ‘No’ and of course, ‘Make it more crisper’ (not just crisper, mind you. More crisper)<br /><br />And thus, at the end of the day, you are left with your existential dread, arising from having to decipher ambiguous feedback from multiple parties. When your sixth attempt to give the copy results in ‘Not working out’ coming as a feedback, you are left pondering about what is it that you are doing, what’s the point of it all, and whether any of this is even worth it. <br /><br />Stuck at home for so many days, these questions have been gnawing at me more and more. Home is supposed to be a man’s sanctuary, but stuck between work from home and work at home, it doesn’t take too long for it to become your prison. And being in prison gives you a lot of time to get lost in pensive thoughts about what to do, what you are doing and what is the meaning of it all. Is it ironic that those whose job it is to imply many meanings with their sentence construction wonder the most about the meaning of it all? Maybe. <br /><br />Then why keep going? If the snake truly does eat it’s own tail and a copywriter’s life is being stuck in a loop of saying someone else’s words for them, why do I eagerly open this laptop every morning trying to connect to ‘Dad use this Wifi’? Why endure the late nights, the hectic schedules, the bizarre deadlines, the endless rejections and the feedback you don’t agree with? Because every once in a while, you will write something that is truly magical. It will swipe everyone off your feet, become part of a creative that is actually great, somehow actually will be posted online on time, and will actually be received well by the public. Sometimes you will perform the alchemy of language so well that someone really will appreciate it for its own merit, and maybe even buy that fruit juice. And that, believe it or not, is almost worth everything else. <br /><br /><strong>- By Mohit Rao, Copywriter, Tonic Worldwide </strong><br />

Confessions: Existential Dread in the times of COVID-19

<br /><strong><br /></strong><ul><li><strong>Social media app TikTok is famous for many things but mostly for its crazy viral challenges.<br /></strong></li><li><strong>With increasing users, more and more people are taking up new and interesting challenges. <br /></strong></li><li><strong>From “TakTakTak” to “ILoveMyIndia”, here are the most popular challenges of 2019. <br /></strong></li></ul>Social media app TikTok is famous for many things but mostly for its crazy viral challenges. With increasing users, more and more people are taking up new and interesting challenges. And, its 200 million Indian users are entertaining and getting entertained in the process. <br /><br />“Several creators and entertainment's finest found success on TikTok with their unique takes on trending challenges,” said TikTok. <br /><br /><strong>From “TakTakTak” to “ILoveMyIndia”, here are the most popular challenges of 2019:</strong><br /><br /><strong>#2ofMe <br />Views: 5.4 billion<br />
  
  
  
  
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<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@nagmaa/video/6672961967436598534" data-video-id="6672961967436598534" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@nagmaa" href="https://www.tiktok.com/@nagmaa">@nagmaa</a> <p>When I act sakht in front of my crush 😤 but on the inside I go 😻🤤😍❤️ twoofme <a title="2ofme" target="_blank" href="https://www.tiktok.com/tag/2ofme">#2ofme</a> 🎭</p> <a target="_blank" title="♬ Tenu Pyar Kardi - nagmaa" href="https://www.tiktok.com/music/Tenu-Pyar-Kardi-6644434927687305990">♬ Tenu Pyar Kardi - nagmaa</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
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</strong><br />‘2 of me’ was the most viral challenge of the year. In the challenge, people show two sides of themselves — one that they express and one that they usually hide from people. <br /><br /><strong>#MyJourney <br />Views: 5.3 billion<br /></strong><br />
  
  
  
  
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<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@virendersehwag/video/6766271609889197313" data-video-id="6766271609889197313" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@virendersehwag" href="https://www.tiktok.com/@virendersehwag">@virendersehwag</a> <p><a title="myjourney" target="_blank" href="https://www.tiktok.com/tag/myjourney">#myjourney</a> Waqt toh hota hi hai badalne ke liye , thehrte toh bas lamhe hain !</p> <a target="_blank" title="♬ Baahubali Movie OST - Bhairava" href="https://www.tiktok.com/music/Baahubali-Movie-OST-6727139251068078849">♬ Baahubali Movie OST - Bhairava</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
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<br />People showed their life’s journey — right from birth to present — in five photographs using TikTok’s photo template. Celebrities who shared their life evolving moments were Siddharth Malhotra, Ritesh Deshmukh, <keyword id="6355846" type="PERSON" weightage="20" keywordseo="madhuri-dixit">Madhuri Dixit</keyword> Nene, <keyword id="2342727" type="PERSON" weightage="20" keywordseo="Guru-Randhawa">Guru Randhawa</keyword>, <keyword id="836886" type="PERSON" weightage="20" keywordseo="Sunny-Leone">Sunny Leone</keyword> and many more. The challenge went viral with more than a billion views in two days <br /><br /><strong>#ILoveMyIndia <br />Views: 4.3 billion<br /></strong><br />
  
  
  
  
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<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@virendersehwag/video/6725314540889754882" data-video-id="6725314540889754882" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@virendersehwag" href="https://www.tiktok.com/@virendersehwag">@virendersehwag</a> <p><a title="ilovemyindia" target="_blank" href="https://www.tiktok.com/tag/ilovemyindia">#ilovemyindia</a> Jai Hind ! Sabhi Veeron ko Naman</p> <a target="_blank" title="♬ Vande Mataram - A.R. Rahman" href="https://www.tiktok.com/music/Vande-Mataram-6714621487212399365">♬ Vande Mataram - A.R. Rahman</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
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<br />The “ILoveMyIndia” India challenge went viral on the Independence Day in 2019. Thousands of people participated in short videos with patriotic music in the background. They also added virtual tricolor, face colour effects. <br /><br />“73 years 29 States 23 Official Languages 1 Nation 1 Voice 1 India That defines Unity in Diversity. Let's show our National Integration by making videos using #ilovemyindia ! Happy 73rd Independence Day🇮🇳🇮🇳🇮🇳” wrote TikTok. <br /><br /><strong>#TakTakTak <br />Views: 2.2 billion<br /></strong><br />
  
  
  
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<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@badshah/video/6710701486961134849" data-video-id="6710701486961134849" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@badshah" href="https://www.tiktok.com/@badshah">@badshah</a> <p><a title="taktaktak" target="_blank" href="https://www.tiktok.com/tag/taktaktak">#taktaktak</a> challenge. Mazaa aaya!</p> <a target="_blank" title="♬ Right On Time (Douth! Remix) - Chris Lawyer" href="https://www.tiktok.com/music/Right-On-Time-Douth-Remix-6703662274986494721">♬ Right On Time (Douth! Remix) - Chris Lawyer</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
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<br />People showed their surprising transformation using the “TakTakTak” challenge. Bollywood actor Jacqueline Fernandis and rapper Badshah’s short videos received as much as 2.5 million views each. <br /><strong><br />#PlayCool <br />Views: 1.8 billion<br /></strong><br />
  
  
  
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<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@sunnychopra/video/6692702118987435269" data-video-id="6692702118987435269" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@sunnychopra" href="https://www.tiktok.com/@sunnychopra">@sunnychopra</a> <p>Dekho aa gayaaaaa! 🤦🏻♂️🥤😂</p> <a target="_blank" title="♬ mohammad_ismail - mohammadismailmas" href="https://www.tiktok.com/music/mohammadismail-6678479123393874693">♬ mohammad_ismail - mohammadismailmas</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
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<br />The challenge was about the stark contrast between expectations and reality. People had to dress up a bit for the video and show as if they were going to do something great but ended up doing chores like washing utensils or cleaning tables. <br /><br />
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These are the top 5 challenges that went viral on TikTok in 2019

Recently, Society Tea launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’. Conceptualized by Ogilvy, the campaign revolves around every Indian’s love for cinema and chai. Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a campaign of its own. The Shemaroo Outdoor goes on to agree with Society Tea outdoor to say, ‘Toh masala chai ke saath ek masala movie ho jaye?’.<br /><br />While this campaign between Society and Shemaroo was more like a friendly reply, there have many numerous instances where brands have taken on each other. <keyword id="25952" type="CITY" weightage="20" keywordseo="Mercedes-Benz">Mercedes-Benz</keyword> CEO Dieter Zetsche retired from his post recently, after leading the car manufacturer for 12 years. And while the world spoke about Zetsche’s stepping down, an ad spot by BMW, paying tribute to Zetsche went viral.<br /><br />BMW released a video, bidding farewell to Zetsche, which people might argue is a very nice gesture. The ‘heartwarming’ ad sports a Zetsche look-alike who is seen saying goodbye to colleagues at Mercedes-Benz, returning his ID and then seen leaving for home. The ad ends by saying, ‘Thank you, Dieter Zetsche, for so many years of inspiring competition.’ However, BMW brilliantly adds itself to the spot when they show the character zooming off in a BMW car with the words ‘Free at last’ on the screen, in the last frame seconds of the ad. <br /><br />The ad ticked all the right boxes, it felt like a genuinely heartfelt tribute, while also being smart advertising. However, while people initially lauded BMW for being humble and raising a toast to the CEO of a rival brand, many others later pointed out that the last shot, where Zetsche is seen driving out in a flashy BMW car makes the ad cheeky and not really as heartfelt as most people were making it out to be.<br /><br /><div type="Youtube" id="9rx7-ec0p0A" title="Retirement is about exploring your wide open future." thumbUrl="https://i.ytimg.com/vi/9rx7-ec0p0A/mqdefault.jpg"></div>
<br /><keyword id="1440186" type="PERSON" weightage="20" keywordseo="competitive-marketing">Competitive marketing</keyword> isn’t really a new phenomenon. For years, rival brands have engaged in guerilla advertising, calling each other out and pulling each other down, in an attempt at achieving one-upmanship. For consumers, it is entertainment, where competing brands end up engaging in pun wars, which can be very witty at most times.<br /><br />Closer home, we came across a few examples of competitive marketing when smartphone manufacturer Xiaomi took a dig at rival brand OnePlus. OnePlus has been putting in some big bucks to promote its latest offering OnePlus 7. It recently roped in Hollywood actor Robert Downey Junior as its face and has been marketing its new phone aggressively. Looking at this as an opportunity, Xiaomi came up with an OOH campaign and placed it right beside OnePlus hoardings with the punchline, ‘Starkly Superior To The Lastest One’, clearly taking a dig at OnePlus. The images were tweeted by Xiaomi India Head, Manu Kumar Jain, and the Twitterverse was quick to notice this, which were shared across platforms widely.<br /><br /><div type="twitter" handle="manukumarjain" handlename="Manu Kumar Jain" image="http://pbs.twimg.com/profile_images/1097747771208040448/8ds587oq_normal.jpg" favoritecount="6767" retweetcount="792" status="&quot;Starkly superior to the latest one!&quot; +1 if you liked these punny ads! 🤓😁 #RedmiK20 and #RedmiK20Pro coming soon!… https://t.co/EVejqmkGRW" createdat="1559458989000" id="1135079389446647811"></div>
<br />About a month back, Oven Story came up with a series of videos where they promoted their pizza offerings while also poking fun at some of its well-established rivals like Pizza Hut and Domino’s. <br /><br /><div type="Youtube" id="01lS-9YAtqs" title="Oven Story Pizza, ye to #NextLevelCheese hai! III 40sec" thumbUrl="https://i.ytimg.com/vi/01lS-9YAtqs/mqdefault.jpg"></div>
<br />European lager beer brand Beck’s Ice too launched a digital film that took a direct dig at competitor Kingfisher, the ad implied that its competitor’s beer was not as smooth as Beck’s Ice. <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> recently also took its competitive advertising to a different level when it launched an Augmented Reality campaign where it asked people to ‘burn’ its competitor’s ads, and get a Whopper in exchange.<br /><br /><div type="twitter" handle="Ogilvy" handlename="Ogilvy" image="http://pbs.twimg.com/profile_images/1134818095279878146/uHppwvz7_normal.png" favoritecount="4482" retweetcount="4543" status="Title: Burn That Ad Client: Burger King Agency: @DAVID_SaoPaulo_ For their latest campaign, Burger King entices cu… https://t.co/HZSysvXWMs" createdat="1553090752000" id="1108369063951126528"></div>
<br />In the past too, we have seen some big brands engaging in competitive marketing. Who can forget the Cola wars in India in the 90’s? Or the campaign where Times of India came out with a video, pulling the Hindu down while launching in Chennai, which was dominated by the Hindu. The Hindu also later came out with a campaign titled, ‘Stay Ahead With The Hindu’. Both the campaigns were widely spoken about, despite it being before the time of social media.<br /><br /><div type="Youtube" id="_-qUnFZa6PM" title="TOI CHENNAI EDITION WAKE UP!" thumbUrl="https://i.ytimg.com/vi/_-qUnFZa6PM/mqdefault.jpg"></div>
<br /><div type="Youtube" id="OT3xeaWVINA" title="Stay ahead with THE HINDU" thumbUrl="https://i.ytimg.com/vi/OT3xeaWVINA/mqdefault.jpg"></div>
<br />Competitive marketing has an obvious advantage. It makes people sit up and notice. In the age of social media, anything that is a little different from regular communications generates a lot of chatter. Speaking about how brands can stand to gain, <keyword id="873832" type="PERSON" weightage="20" keywordseo="Saurabh-Uboweja">Saurabh Uboweja</keyword> Chief Executive Officer Brands of Desire management consulting firm says, “Competitive marketing is a powerful tool if used intelligently. It brings unforced attention, creates dialogue around your brand and establishes your superiority over your adversary.”<br /><br />Since the advent of social media, coming up with campaigns like this has also become common because a lot can be said in just one post. This also makes it cost-effective. Says N Chandramouli, CEO, TRA, “Guerrilla marketing or competitive advertising is usually low cost and usually piggybacks on a larger advertising campaign. It’s like a judo move, where you use the weight of the opponent against them. It becomes good conversation, and is usually remembered for a long time.”<br /><br />He further adds, “If done well, ads like this can be extremely effective. It brings the competing brand into the consumer consciousness, if it is well executed.”<br /><br />However, many also believe it is a double edged sword. Adds Uboweja, “It is sometimes confused with plain or crass sloganeering and may backfire as a result, making a brand appear desperate for attention.”<br /><br />Agreeing to Uboweja, Karthik Srinivasan, Independent Brand Strategist says, “Brands need to be very careful while coming up with campaigns like this. Campaigns go viral when they evoke a strong emotion in viewers, that emotion can be positive, negative, humor or disgust.”<br /><br />Sharing an example when two brands engaged in competitive advertising, while not putting each other down, Srinivasan says, “When Boeing turned 100 back in 2016, Airbus came up with a video thanking the former for the healthy competition. Similarly, Boeing came up with a video to wish Airbus a happy 50<sup>th</sup> birthday. In both the cases, the brands kept the snide-ness at the minimal. However, that also meant these videos were not as widely shared as the others.”<br /><br /><div type="Youtube" id="xWaTjYpczKQ" title="One thing to say to Boeing" thumbUrl="https://i.ytimg.com/vi/xWaTjYpczKQ/mqdefault.jpg"></div>
<br /><div type="Youtube" id="5j3ob0CfH9I" title="Airbus, We're Glad You're Here" thumbUrl="https://i.ytimg.com/vi/5j3ob0CfH9I/mqdefault.jpg"></div>
<br />While brands do capture a lot of eyeballs for campaigns like these, they can also face a backlash, making it critical for brands to be very careful. Srinivasan explains, “People only share content like this when they feel strongly. And it’s not a very good idea to do that on a back of a strong negative emotion. In case of Xiaomi, they pulled OnePlus’ legs but the next time they fall short in some regard, people will pull Xiaomi down too. Brand need to realize that a piece of communication can also evoke a positive emotion and such creatives can also do well with consumers, if the campaigns are executed well.”

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These are the top 5 challenges that went viral on TikTok in 2019

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