The Kolhapuri
A handcrafted book created by artisans to reclaim the story and legacy of Kolhapuri craftsmanship
Coke Holi
For Holi, India’s festival of colours, Coca-Cola did the unthinkable by letting people colour their Coke – turning its iconic red into white.
On a day when people colour each other, Coca-Cola let people colour their Coke. The bottle itself became a blank canvas.
During India’s festival of colour known as Holi, Coca-Cola did something unimaginable and turned its iconic red into white by creating limited-edition white Coca-Cola bottles not as design statements, but as invitations.
As people pressed their colour-soaked hands onto it, each bottle transformed into a one-of-a-kind creation that changed colour with every touch. Personal. Imperfect. Impossible to replicate. What began as packaging became participation. Something you could keep forever. Not just a bottle. A memory of Holi.
The challenge was to move beyond traditional festive advertising and create something that people could actively participate in, and treasure it as a personal keepsake. Deployed across large-scale Holi celebrations and influencer engagement, the bottles became both a medium and a memory. Participants shared their personalised bottles organically, extending the campaign beyond the event.
“Going beyond conventional festive advertising, Coke Holi created a culturally relevant experience people could participate in. In India, Holi represents the diversity of celebrations, local identity, and the shared traditions of joy, togetherness, renewal and revival. Coke Holi built on this idea by making Holi a kaleidoscope of cultural expressions. Each one, inimitable. Individualistic. Incomparable.”
