Speaking to The Financial Express, Regional Operations Director of Coca Cola in Gujarat and MP, Mr Ajay Mitra disclosed that the soft drinks multinational had lined up a series of promotional activities encashing on the navratri fervour that sweeps through Gujarat. So there's a central theme of this festive association - the ThumsUp Toofani Ramjhat which would be launched simultaneously in over 30 venues in the main cities of Ahmedabad, Vadodara, Surat, Rajkot, Bhavnagar, Mehsana, Palanpur and Visnagar.

Apart from doling out free passes for the navratri garba festival at some of the most popular venues on purchase of 1.5 litre pet bottles of Thums Up, various combo offers and on-venue attractions in these cities have also been lined up including lucky draws and exciting prizes for the twinkle-toed couple. The MNC also plans to join in the Durga Puja festivities commencing from October 3.

As Mr Mitra says, "recognising the importance of festivals in Indian culture, Coca Cola India attempts to draw closer to consumers by associating closely with festivals through various initiatives which include sponsorship, advertising and consumer promotions."

Coca Cola has also lined up a major promotional campaign for the Diwali season. "We are planning to give away several exciting offers on our home packs to reward consumers for drinking our brands," says Mr Mitra. The Diwali campaign has been kicked off in a small way through the Maaza 1 litre tetra pack offer of fire crackers for kids. Apart from this, the MNC is also planning to target schools and distribute fire crackers to children of the lower stratas of society.

Once the Diwali season gets over, says Mr Mitra Coca Cola India plans to go rural. "We have very sketchy knowledge of the rural markets and plan to build up our database in a major way with the aim of increasing our penetration in the rural markets." In view of this, the company is planning to conduct detailed recces into the rural markets in the "lean season" post-Diwali and map up every village. "The exercise will gear us up for our thrust on rural marketing next year," Mr Mitra says.

And to wrap up the year, there will be the usual Christmas and New Year balls at all the five-stars. This year in Gujarat, Coca Cola has tied up with the Holiday Inn chain and the Welcomgroup in Vadodara. Enough to give Pepsi sleepless nights?