The Coca-Cola Cup was a grassroots football tournament with an aim to discover budding young footballers in the country and to prepare a strong Under-16 National Football team. The tournament was held under the aegis of All India Football Federation (AIFF) and was open to all young footballers in the age group of 12-15 years.
SportzConsult was involved with the program for over 4 years, helping Coca-Cola in the conceptualization and execution of the program across the country. Over the 4 years, the program reach increased from 400 to 3000 schools. Starting with competitions right from the district level, it touched more than 40,000 young footballers from over 3000 schools across 85 cities in India.
Coca-Cola aimed to reach out to more kids through the program as a part of its commitment towards developing an active and healthy lifestyle among kids. To generate greater awareness about the program and involvement of the parents, we conceptualized the “Soccer Mom” and “Soccer Dad” activation campaign. A special parent kit was created to be given out to the parents of every participating kid. It helped Coca Cola to reach out to parents of 40,000 kids. The idea was highly appreciated by the client who now uses it for the activation programs in other countries as well.