Coca-Cola India has partnered with Burger King India to roll out ‘Feast on Wheels’, a campus-focused activation aimed at engaging Gen Z audiences through on-ground, experience-led interactions. The initiative reflects a growing shift in marketing strategies, where brands are moving beyond traditional formats to create culture-driven experiences that resonate with younger consumers. Bringing the Brand to Campus ‘Feast on Wheels’ is designed as a travelling activation that brings food, beverages, music, and interactive experiences directly to college campuses across key cities. Instead of relying on store visits, the brands are embedding themselves into campus life creating moments that are social, participative, and memorable. Why Campus, Why Now India’s Gen Z audience is digitally native, socially connected, and highly experience-driven. Campuses serve as cultural hubs where trends are shaped and amplified. • High peer influence and social interaction • Real-time content creation and sharing • Early brand affinity building Experience as…
