Campaign details
Brand: Minute MaidBrand owner: Coca-ColaLead agency: Leo BurnettContributing agencies: Lodestar, QuotientMarket: IndiaIndustries: Fruit & vegetable juicesMedia channels: Events & experiential, Packaging & design, Public relations, Social media, Websites & micrositesBudget: 500k - 1 million
Executive summary
Even after decades of fast economic growth and rapid urbanisation, agriculture remains the primary source of livelihood for about 58% of India’s population.
With 82% of farmers in India being small and marginal, the vicious cycle of small-scale farming strips Indian farmers of potential gains due to...