Coca-Cola has been a dominating name in the soft drink industry for the last century. One of the factors behind the brand’s popularity is its incredible, effective and innovative marketing campaigns. Let us look at some of the most memorable and successful marketing campaigns done by Coca-Cola.
Best marketing campaigns by Coca-Cola
1) Christmas campaign, 1930
Often credited for popularising the modern image of Santa Claus, Coca-Cola introduced the red and white santa image first in 1931, as a part of its winter advertisement. Created by artist Haddon Sundblom, the image was used by the Company as a brilliant marketing tool and it became so successful, children started leaving bottles of Coke for Santa Claus, on Christmas night.
2) Hilltop, 1971
Hilltop is one of the biggest groundbreaking television commercials by Coca-Cola till date and is considered the world’s most famous ad by many. The advertisement featured a group of young people from different ethnicities singing I’d Like to Teach the World to Sing (In Perfect Harmony) on a hilltop in Italy. The advertisement was an instant hit and the song became synonymous with Coca-Cola.
3) Always Coca-Cola, 1993
In 1993, Coca-Cola decided to experiment with the then fairly recent technology, computer animation. This resulted in the creation of Coca-Cola polar bears, which are featured frequently in the Company’s various advertisements since then. The campaign featured 27 different advertisements which appealed to a wide range of customers. Out of the 27 commercials, the ‘Northern Lights’ advertisement became the most popular and polar bears became mascots of the Company.
4) Share a Coke, 2014
One of the best performing campaigns in recent times, Coca-Cola’s ‘Share a Coke’ campaign was introduced in the summer of 2014. The Company used 250 most common millennial names to market its products and the campaign quickly gained international recognition. Over 500,000 photos with the tag #ShareaCoke were shared online within a year.
5) Taste the Feeling, 2016
The ‘Taste the Feeling’ campaign was an update to Coca-Cola’s previous “Open happiness” tagline. The campaign featured 10 TV commercials and showed the feeling which surrounds drinking a bottle of Coke. The campaign featured the song Taste The Feeling, sung by late Swedish DJ Avicii and Australian singer Conrad Sewell.
By putting more emphasis on the brand instead of its products, Coca-Cola has become one of the most successful companies in the world, with a net worth of $ 227.4 billion.
Info Edge (India) Ltd shareholders have overwhelmingly approved an investment of up to ₹1,000 crore in the company’s third venture capital fund, Info Edge Ventures Fund III. The proposal received near-unanimous backing, with 99.9995% of valid votes in favor out of 1,274 participants.
Smartweb Internet Services Ltd, a wholly owned Info Edge subsidiary, will act as sponsor and investment manager for the new fund. This move strengthens Info Edge’s commitment to backing early-stage startups and expanding its footprint in India’s venture capital landscape.
Info Edge has a strong track record as an early investor in leading Indian startups like Zomato and PB Fintech, with combined holdings in these firms valued at ₹31,500 crore ($3.7 billion) as of March 31, 2025.
MeitY Startup Hub (MSH), under the Ministry of Electronics and Information Technology, has partnered with fintech leader Razorpay to support the growth of deeptech and emerging tech startups across India, with a special focus on those in Tier II and III cities. Through this collaboration, early-stage startups will gain access to Razorpay’s fintech infrastructure, mentorship, and resources via the Razorpay Rize program.
Startups in areas like AI, blockchain, robotics, and IoT will benefit from streamlined company incorporation support, expert mentorship, product credits, and guidance for applying to global accelerators such as Y Combinator. Selected founders will also join the exclusive Rize Community, connecting with peer networks and attending masterclasses.
MSH CEO Panneerselvam Madanagopal emphasized that this partnership will help founders scale faster by providing vital support in mentorship, capital access, and digital infrastructure. As India’s startup ecosystem surpasses 159,000 DPIIT-recognised startups, this initiative aims to give deeptech entrepreneurs the tools and networks needed to innovate for India and expand globally.
Info Edge, the parent of Naukri.com, has achieved a 36% gross internal rate of return (IRR) on its startup investments since 2007, turning a total investment of INR 3,959 crore across 111 startups into a portfolio now valued at INR 36,855 crore-a nearly 9X gain. Early bets on Zomato and Policybazaar have been especially lucrative, with holdings in these two companies alone worth INR 31,500 crore as of March 2025.
The company’s investment strategy spans multiple vehicles, including the SEBI-registered Info Edge Venture Fund (IEVF), Info Edge Capital, and Capital 2B, with a combined fund corpus of INR 3,423 crore and Info Edge committing INR 1,614 crore. Early-stage investments now contribute 30-40% of the company’s overall value.
Info Edge’s Alternative Investment Fund (AIF) investments have yielded an IRR of 18.7%. Many portfolio companies, such as TrueMeds, Geniemode, Attentive.ai, and InPrime, have attracted follow-on funding from major investors like Accel, Peak XV Partners, and Tiger Global. Notably, BlueStone, the largest investment of Info Edge Capital, has filed for an IPO after securing investments from Prosus, Peak XV, and Steadview Capital. Founder Sanjeev Bikhchandani emphasized the company’s focus on strong governance and financial controls, with a preference for value realization through public listings or strategic exits.