Description
Our PR strategy was to transform Coke's voice from a commercial outsider to a humble participant. We didn't pitch a story; we created a tangible one: a sacred Laal Paar saree woven from our own recycled PET bottles. This authored a powerful narrative of 'waste to wonder,' strategically linking our sustainability goals with cultural reverence. The creativity was in making the community our storytellers. The weavers and the women who proudly wore the sarees became our spokespeople, generating authentic earned media about a brand that chose to participate, not just promote.
