New Delhi, 13 February 2025: Minute Maid, Coca-Cola’s fruit beverage brand, has unveiled its latest campaign, “Shake it Up with Minute Maid Pulpy Orange” curated to resonate with Gen Z and young adults seeking a shift in vibe during everyday dull moments. The campaign reinforces the brand’s commitment to delivering relevance in everyday consumers’ life while providing real orange juice with real pulp, making every sip more enjoyable & fun.
The campaign features a brand film that brings this idea to life with popular actors, Shraddha Kapoor and Nani. The film transports the actors on a jungle safari adventure where they encounter animals with no activity, leading to lull moments. Adding a humorous twist to the wild, the actors elevate the dullness by shaking the bottle of Minute Maid, transforming the scene into a fun sight.
Ajay Konale, Director – Marketing, Nutrition Category, Coca-Cola India and Southwest Asia, said, “Minute Maid is at the forefront of evolving consumer preferences, delivering the goodness of real fruit juice with the differentiation of added real pulp. With our latest ‘Shake It Up,’ campaign, we are encouraging youngsters to embrace everyday boring moments in today’s fast-moving digital era with a sip of Minute Maid pulpy orange juice.
Talking about her association with the brand, Shraddha Kapoor said, “I love how Minute Maid Pulpy Orange shifts the vibe from dull to fun. The campaign is all about finding fun in the unexpected, and I had a blast bringing that to life on screen.”
Actor Nani shared, “Being part of this campaign was a refreshing experience. The idea of shaking things up resonates brilliantly with the youth, and I believe Minute Maid Pulpy Orange is the perfect beverage companion for sipping on something special.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, commented, “The idea for the ‘Shake It Up’ campaign came from a key product ritual. Minute Maid Pulpy Orange is a drink that requires shaking before consumption because of its pulp. That was it. What if the world was shaken up by something that breaks the everyday monotony every single time the bottle is shaken? That’s where the creative idea came from.”
With “Shake It Up with Minute Maid Pulpy Orange”, Coca-Cola India is reaching consumers across multiple platforms through a 360-degree campaign. With an engaging YouTube film, interactive social media activations, and the “Plot Twists with Minute Maid Pulpy Orange” influencer-driven content series, the brand remains part of consumers’ daily experiences across all touchpoints, TV, digital, and social media.