Global beverage manufacturer Coca Cola has initiated a new campaign for promoting its hydration beverage brand Aquarius Glucocharge in India.

The campaign has reportedly been launched across various states in India including Andhra Pradesh and Orissa.

In relation to the development, Coca-Cola India emerging categories director Anoop Manohar said: “It is through empathy and kindness and actively supporting each other that we emerge as stronger individuals together.”

The Aquarius Glucocharge campaign includes film, print, and Out of Home (OOH) network.

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Through this campaign, the company intends to help consumers understand that humans can re-energise and support one another to emerge as stronger individuals.

Coca Cola notes that the campaign was conceptualised by Taproot Dentsu Gurgaon, part of Dentsu Aegis Network (DAN) India.

Taproot Dentsu strategy head Anand Murty said: “The narrative in the film is an attempt to showcase the brand as one that supports in moving forward together through re-energising oneself.

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“Rather than fall prey to stereotypical narratives of heroic action, the opportunity for Aquarius came from the consumers themselves, in the way they recognised their role in supporting one another, lending a hand in times of need, boosting one another and making sure no one needed to walk alone.”

Earlier this month, Coca Cola announced investments in localisation efforts to capitalise on the lucrative carbonated soft drinks market in India.

The company has distributed a number of new products in India, being promoted with regional campaigns and localised packaging. The beverage maker hopes these efforts will help it connect with Indian consumers.

The company’s new initiative was first launched in West Bengal, where consumers can now buy beverages across its portfolio, which includes Coke, Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and Minute Maid, in the Bengali language.