Coca-Cola India has forayed into the premium energy drinks segment in India with the launch of its global brand, Burn.
As part of a phased launch, Burn, priced at Rs75 for a 250ml can, will be available through selective premium channels and outlets in Mumbai, Delhi (NCR) and Bangalore.
Announcing the company's strategic initiative, Ricardo Fort, vice-president, marketing, Coca-Cola India, said, "We are constantly evaluating and exploring the opportunities to expand and diversify our beverage portfolio. Burn is targeted at the trendsetting, socially active and adventurous young adults.''
Fort said the new launch will be supported by an intensive below-the-line activation programme involving large-scale sampling and presence in engaging touch points involving fashion, music and performing arts.
As part of the brand's first on ground activation, the beverage giant has launched the Burn Car - a vehicle designed by ace automobile designer Dilip Chhabria - to attract customers to sample the brand.
Starting this week, three Burn-inspired concept cars will take to the roads in Delhi, Mumbai and Bengaluru.