Coca-Cola
Regional India was cooking, and Coca-Cola had to be at the table. Executed mutliple #RecipeForMagic campaigns celebrating food, culture, and Coke across India.
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what was needed
Coca-Cola wanted to go beyond national ads and become a mealtime staple in regional Indian festivities, starting with Ganeshotsav in Mumbai, Ramadan in Hyderabad, and #LucknowIsCooking. The idea was to do hyper-local campaigns that resonated with the masses.
what i did
While at LBB, I led creative strategy and execution across cities, directing branded content, shaping influencer integrations, on-ground activations, and editorial rollout.
Coca-Cola's global Recipe for Magic brand platform met the flavor of India through a city-wise content series: #MumbaiIsCooking, #HyderabadIsCooking, #LucknowIsCooking.
Each city had its own beat. In Mumbai, we tapped into the energy of Ganeshotsav with food-driven storytelling and influencer activations. In Hyderabad, we aligned with Eid festivities with celebrity driven food walks. And in Lucknow, we plugged into local food and music festivals to spotlight the city’s culinary charm.
Across cities, we built a rich content system: on-ground food walks, curated meetups with home chefs and cultural figures, influencer-led video content, and high-impact photo essays. Every piece paired local meals with Coca-Cola, blending lifestyle appeal with cultural insight.
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