Description
Our campaign integrated sustainability, craft, and community through one central idea: weaving Coke into Bengal's cultural fabric, literally. Product & Craft: We turned PET waste into thread, creating a limited-edition Laal Paar saree with traditional weavers. The design subtly blended our icon with local motifs. Ambient & Activation: The saree debuted not on a model, but on community women at a major Durga Puja pandal. They became our living, moving outdoor media, an authentic point of connection. PR & Content: This grassroots activation became our core story, generating earned media about a brand turning waste into a revered cultural symbol. From a recycled bottle to a sacred garment worn with pride, every step was connected, earning Coke a genuine place in the celebration.
