Coca-Cola Ties Up With Inox Leisure
To reach out to its target customers through the entertainment media, especially cinema and music, soft drink major Coca-Cola India has entered into a strategic partnership with Inox Leisure.
The Inox group is setting up a chain of multiplex theatres across the country. The first such theatre is scheduled to open in Pune by mid-December, to be followed by Mumbai and Baroda.
Coca-Cola India's vice-president (region operations) Syed Safawi said the partnership with Inox intends to be mutually beneficial. "While we can reach our consumers through one of their favourite leisure activities: cinema, it would also enhance the experience for people who visit Inox multiplexes."
Safawi claims that Coca Cola has a more-than-50 per cent share in the carbonated drinks market and a 24 per cent share in the packaged drinking water market in Mumbai. The tie-up will further consolidate the company's leadership position, he added.
Shishir Baijal, CEO, Inox Leisure Ltd, said Coca-Cola has been synonymous with the movie-going experience internationally. "This synergistic association will help us both connect to our target audience and will further reinforce the essence of what Inox stands for, namely a complete international cinema experience."