Coca-Cola India

Telling Impact Stories at Scale

Coca-Cola India sought to showcase the impact of its flagship CSR initiative, Project SHINE, through a series of films spanning 10 states — alongside one master film that brought the programme together. The challenge was scale with sensitivity: regional relevance without fragmentation, and consistency without dilution.

The Challenge

To craft compelling narratives using existing and limited on-ground footage, without compromising emotional depth or clarity

To represent diverse regional contexts across 10 states while maintaining a unified and recognisable storytelling voice

To balance authenticity with brand alignment — allowing real impact to come through without overt corporate messaging

To create a master film that brought multiple stories together cohesively, without losing the individuality of each location

Our Approach

Working with client-provided footage and a detailed brief, we focused on narrative first.

We designed a storytelling framework that could travel across states — adaptable in language and context, yet unified in tone and intent. Special care was taken to honour local realities, cultural nuances, and the human stories at the heart of the programme, while maintaining a visual language that felt warm, credible, and unmistakably Coca-Cola.

Each film balanced impact with restraint — allowing the work on ground to speak, without overt branding or spectacle.

THE OUTCOME

A cohesive suite of 11 films — 10 state-specific stories and one master narrative — that together articulated the scale, intent, and human impact of Project SHINE.

The films helped Coca-Cola communicate its CSR work with clarity, empathy, and consistency — reinforcing trust in the programme and the brand behind it.