Counter-Cola: A Multinational History of the Global CorporationMain MenuAn Introduction to the Digital BookCounter-Cola: IntroductionThe Coca-Cola Bottling System and the Logics of the FranchiseMediating Coca-Colonization: Negotiating National Development and Difference in Coca-Cola’s Postwar Internationalization“I’d Like to Buy the World a Coke”: The “Real Thing” and the Revolutions of the 1960s"Indianize" or "Quit India": Nationalist Challenges in Post-Colonial IndiaA Man in Every Bottle: Labor and Neoliberal Violence in Colombian BottlingWater for Life, Not for Coca-Cola: Commodification, Consumption, and Environmental ChallengesCSR: Corporate Social Responsibility and Continued Social ResistanceA NonconclusionAmanda Ciafone0aef7449200e57e794d451fa2ca99b0795928eaf
Aishwarya Rai in "Life ho to Aisi [Life as it Should Be]" commercial (2002)
12017-11-28T22:35:35-08:00Amanda Ciafone0aef7449200e57e794d451fa2ca99b0795928eaf152001Aishwarya Rai in "Life ho to Aisi [Life as it Should Be]" commercial (2002)plain2017-11-28T22:35:35-08:00YouTube2014-02-09T10:06:05.000Zg10R2fVCK4UMRD DAmanda Ciafone0aef7449200e57e794d451fa2ca99b0795928eaf
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1media/All Over the World Coca Cola Brings Refreshment Larger cropped.jpgmedia/water for life cropped Screen Shot 2017-11-22 at 1.02.59 AM copy.jpg2017-11-28T22:42:22-08:00Life as It Should Be3image_header2017-11-28T22:46:23-08:00 At the beginning of the millennium, Coca-Cola’s new advertising campaigns attempted to “glocalize” the global brand image to the local Indian context, as advertising executives liked to call this process. This was a departure from the Company’s standardized global advertising with its iconic but distant appeal to assumed universals, declaring it was “Always Coca-Cola” everywhere in the world. Instead, The slick “Life Ho To Aisi” campaign, meaning “Life As It Should Be” in evocative Hinglish, attempted a localization while still communicating the universal neoliberal promise of freedom and individual self-betterment by placing Coca-Cola in the hands of Aishwarya Rai in India’s modernized global cities and the lives of its aspiring consumer world citizens. The ads engaged the urban middle class with a celebration of both Coca-Cola and their consumptive opportunity to buy into the global “good life” -- life as it should be -- in the new free marketplace of global brands within India.
But to grow profits more dramatically, the company sought to connect deeply with “Indianness” and a broader swath of the Indian population by “speak[ing] the…language” of the “rural masses as well as the lower socio economic classes,” who comprised the majority of the nation, but with little disposable income were still infrequent consumers of the company’s products, but represented a kind of authentic Indianness to the consumer classes. Because, in India, as advertising creatives explained, “refreshment was real, earthy and unaffected by global trends,” and Coca-Cola wanted to be seen as a central part of it.
 For more on changes to the advertising strategies of multinationals and efforts to localize products through locally-produced advertising campaigns, see William O'Barr, Marcio Moreira, and Shelly Lazarus, "Global Advertising," Advertising & Society Review 9 (2008) and William Mazzarella, Shoveling Smoke: Advertising and Globalization in Contemporary India (Durham, NC, 2003).
 Boby Kurian, “Coca-Cola May Dump Life ho to aisi Campaign,” The Hindu Business Line, December 19, 2002, http://www.thehindubusinessline.com/2002/12/19/stories/2002121902380600.htm, Jennifer Kaye, "Coca-Cola India," (Hanover, N.H., 2004), 6.