Keeping Coke Relevant In Nepal

Coca-Cola’s country director for Nepal Ambuj Deo Singh says Coke has remained pretty much the same during its 132-year history but has also managed to be relevant in his country, and in many others. Relevance, he notes, comes from talking to consumers about their needs “in the language that they want us to speak.” An example is the recent ad campaign (“Coke Kham Russia Jam”), which “relates to everyone here in Nepal” because it is associated with momo (a type of dumpling). Coca-Cola is also associated with the festival of Dashain, celebrating human relationships. Singh says the company is planning to introduce new products, such as juices, in the near future. Plans also include making Kinley available nationwide and expanding the distribution base.