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.
 “Thanda Matlab Solitary EFFIE Gold: EFFIE Awards 2003,” Indiantelevision.com, August 22 2003, http://www.indiantelevision.com/mam/special/y2k3/effie.htm