Coke's new marketing strategy

Since its launch in India in December 2009, Burn has tried to leverage community based marketing approach and in this endeavour targeted the fashion and now the music industry. In the field of fashion, it has collaborated in organising events like the Lakme and Wills India fashion week.

Coca Cola India VP Marketing Avinash Pant said, “we are happy with the response to Burn and are in the process of building connections with our target audience.” Burn is available in a 50 ml can priced at Rs 75, in select cities like Bangalore, Delhi and Mumbai.