Q&A: Sorin Voina, AJE Group (Big Cola)

Campaign India (CI): What will the launch campaign for Big Cola comprise of? When does the campaign go on-air?

Sorin Voina (SV): The TV campaign will go on air on 23 June along with the digital and OOH campaigns. A Facebook (brand development cum consumer promotion) campaign will begin on 15 July.

CI: How is Big Cola going to be priced ? What is the brand's TG and what are the SKUs?

SV: The 300 ml bottle for Big Cola is priced at Rs 12. The 500 ml bottle will be priced at Rs 20 and the 1.5 litre bottles will be priced at Rs 40. The TG for our brand is: 10 to 24 years, SEC ABC, Male and Female. Psychographics are modern and dynamic.

CI: Big Cola has been associated with football (the FA Cup) internationally. Will it be looking for associations with football (or any sport) in India too?

SV: We are not just associated with FA Cup, but we are also the official licensee of the England football team and four English Premier League teams (Everton, Stoke City, Wigan Athletic and West Bromwich Albion). Currently our focus is to leverage our international football association in India then look at national association.

CI: What are the distribution plans in India? Which are the launch markets?

SV: Having done the soft launch of  Big Cola in Mumbai in 2010, we gradually expanded our network. Currently Big Cola is available in Pune, Surat, Goa, Rest Of Maharashtra, Madhya Pradesh and Chennai.

CI: Which agency will handle the creative duties for Big Cola? Who will handle the media duties?

SV: Saatchi & Saatchi will be handling our creative duties whereas Lintas Media - Karishma Initiative will take care of our media duties.

CI: Since the soft launch in December 2010, what kind of response has the brand received?

SV: We have received an amazing response in India. Our caffeine-free Big Cola seems to be catching up with people and we are more than happy with the acceptance recieved.