Coca-Cola transports people to Raj Kapoor's on-set meal moment through immersive activation

Coca-Cola India has launched Coca-Cola Foodmarks in India, under its “A Recipe for Magic” global campaign.

‘Coca-Cola Foodmarks’ aims to celebrate global "food landmarks". These are destinations and experiences with a recipe of three key ingredients: the perfect moment, the perfect meal and an ice-cold Coca-Cola.

At its global rollout, the launch event in India was held at Embassy restaurant, in Connaught Place in Delhi, aiming to bring the attendees back to the pivotal time of Hindi Cinema. It was graced by Bollywood personalities, Janhvi Kapoor, Karisma Kapoor, who honoured Raj Kapoor. The highlight was the photograph of two icons, Raj Kapoor and bottle of Coke, both in one frame!

The experience recreated Raj Kapoor’s on-set meal moments, inviting people to enter the golden age of Bollywood, the 1950s, through a film set with tech forward interactive moments using AI. Local influencers and dignitaries were also present to experience the magic of Coca-Cola Foodmarks.

The event spotlighted Raj Kapoor’s Dal Makhani paired with ice-cold Coca-Cola, aiming to pay homage to his tastes and traditions. This pairing will remain a part of the menu at The Embassy in New Delhi and guests coming to the restaurant can try this as an offering.

"We are thrilled to introduce Coca-Cola Foodmarks in India, a country known for its rich culinary heritage and vibrant food culture," said Kaushik Prasad, Senior Director - Marketing, Coca-Cola INSWA. " Coca-Cola Foodmarks embodies the essence of Coke that is to spread Real Magic of shared moments, cultural nuances and culinary excellence. We are excited to bring this experience offering patrons an opportunity to savor flavors while creating lasting memories."

As part of the campaign, Coca‑Cola will debut immersive, in-person experiences around the world, showcasing unique experiences, each inspired by an iconic cultural moment. From the time Marilyn Monroe was photographed enjoying a hot dog and a Coca-Cola from a New York City food cart to scenes captured in the Hong Kong film The God of Cookery, Coca-Cola will bring to life the diversity—and unity—of their Recipes for Magic.

“A Recipe for Magic”—the global campaign celebrating the soul-nourishing combination of a delicious meal, a special moment shared with others and an ice-cold Coca‑Cola—will bring a series of unique physical and digital experiences to fans around the world in 2024. “Foodmarks” celebrate global "food landmarks" inspired by culture, created with the real magic of Coca‑Cola.

“A Recipe for Magic” debuted in 2023 with creative content featuring cultural icons and celebrity chefs, as well as more than 750 local food influencers. The personalities shared their “Recipes for Magic” and encouraged their followers to do the same, generating more than 20 billion social media impressions.

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