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Desi companies target Coke, Heineken – Times of India


NEW DELHI: ‘Bottlegate’, which saw footballers Cristiano Ronaldo and Paul Pogba remove Coke and Heineken bottles at Euro 2020 press conferences, led to domestic players such as Amul and Fevicol taking a jibe at the global brand through ads on social media. It also led to other brands being inadvertently pulled into the grand meme fest.
While R S Sodhi, MD at Gujarat Cooperative Milk Marketing Federation (GCMMF) tweeted an ad with the Amul girl that said “Not bottling one’s feelings”, Pidilite the maker of adhesive brand Fevicol, put out a cheeky one with two bottles of Fevicol on a table that said, “Na bottle hategi, na valuation ghategi” (the bottles cannot be removed, nor the valuation will dip).
Ronaldo’s action on Thursday not only caused a global storm among foot ball fans and the marketing community but also erased $4 billion from the Atlantaheadquartered beverage maker’s market value.
“Ronaldo has set the cat among the pigeons. He has started an all-new movement I would dub ‘Brand De-endorsement’,” said Harish Bijoor, brand expert and founder at Harish Bijoor Consults. “A movement that resonates with his fans it seems. And therefore Euro 2020 has become an event where it all happens, one press conference after another. The stars are making a statement!”
Homegrown water tank brand Vectus, too, joined the discussion with an ad of its tank and a football that said, “Gentle reminder to stay hydrated, always!” Several others such as MRF, PepsiCo, Lays potato chips, Vimal Pan Masala were tagged by social media users in various memes.





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