FMCG companies are working hard to keep up with consumer’s fast changing buying patterns. In a first of its kind, Coca-Cola India has tied up with Paytm and will offer limited period cash-back offers to consumers on purchase of some of its beverages. This comes at a time when the festive season is round the corner and soft drinks companies pull out all stops to woo consumers to push sales during the lean season.

The company will run this promotion across modern trade outlets on 2 litres, 2.5 litres and 600 ml packs of its beverages -Coca-Cola and Sprite. The firm will be running this promotion across Maharashtra, Gujarat, Delhi, Rajasthan, West Bengal and Southern India. The cash-back offers will be executed through neck ringer on the packs for these two beverages which will feature unique coupon code to enable consumer to get cash back in their Paytm wallet. “Most of our consumers transacting in the modern retailing channel are active digitally hence this association will provide a great synergy for us. We are also supporting this promotion with a TVC communication in select geographies to drive promotion awareness among the consumer,” said Debabrata Mukherjee, VP- marketing & Commercial, Coca-Cola India. He said this initiative was in line with the company’s focus on leveraging innovative channels of distribution for its range of products.

This is part of its digital push, as it has been experimenting with offering some of its premium products on the e-commerce channel in India. Last year, when the company had launched Coke Zero, it was launched exclusively on the e-commerce platform Amazon for the first two weeks before it went for mass retail. This September too, when the company launched Fuze Tea, it made sure that even as the product was being placed on the shelves, it was made available across its online partners.

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