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What is Coca-Cola about?
Coca-Cola launched its "Thanda Matlab Coca-Cola" campaign in rural India in 2002 with Aamir Khan to target rural and semi-urban consumers and position Coca-Cola as a generic cold drink brand. The company initially faced hurdles in rural markets due to a lack of infrastructure and electricity for cooling drinks, as well as traditional preferences for lassi and lemon juice. To address availability, Coca-Cola distributed refrigerators and used alternative vehicles and packaging. To improve affordability, they
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