AIDS campaign may bring Coke, Pepsi together

It what could be the single largest anti-AIDS campaign, global beverages majors PepsiCo and Coca-Cola are considering the option of carrying the red ribbon (the ubiquitous anti-AIDS symbol) on every bottle that is sold in India. Market sources also said that this could be the first such initiative attempted anywhere in the world.

This is in response to National Aids Control Organisation's (NACO) piggyback strategy. "We have also appealed to both Coca-Cola India and Pepsico India to put AIDS awareness slogans on Coke and Pepsi bottles and caps. NACO also wants to use their 1 million (each) strong retail network for selling low cost condoms supplied by NACO," S Y Quraishi, director general, NACO, told Business Standard.

NACO is talking to the two companies to allow AIDS messages put up in print advertisements of both Coke and Pepsi. PepsiCo has already responded positively to NACO's appeal even though the company still has to work out the modalities on the partnership.

"NACO had contacted PepsiCo India on the possibility of pooling together their resources to convey AIDS messages. PepsiCo India is open to the discussion on leveraging its infrastructure to help the cause," said PepsiCo India spokesperson.

In a recent meeting organised by the Confederation of Indian Industry in Chennai NACO chief had appealed to multinationals in general for participating in pooling infrastructure to spread AIDS awareness especially in rural areas.

According to Quraishi this was read by Coke's headquarters in Atlanta which set its officials in Delhi to meet NACO on this.

Coca Cola India agrees that talks are on. "Worldover Coca Cola is recognised for being a responsible corporate citizen, that makes a difference. As regarding the initiative on spreading awareness about AIDS is concerned we have been in talks with NACO and various other NGOs. However, as we are still at the deliberation stage it will not be possible for us to share our plans," said Coca Cola spokesperson.

Quraishi said that the main idea behind tying up with Coke and Pepsi was that they have tremendous rural reach and are mostly consumed by the youth, which also happens to be the segment that needs AIDS education the most. He added since the profit margins on condoms supplied by NACO are low most kiosks in rural and urban areas do not want to partner NACO.

NACO is also talking to ITC and HLL and, according to Quraishi, ITC has in principle agreed to carry AIDS awareness slogans on their Sunfeast biscuits packets.

"We still need to convince them for carrying these messages on ITC's cigarette packets," said the NACO chief, who is also talking to HLL to use their rural network for supplying condoms.

"HLL has earlier participated with the Health Ministry in its family planning initiatives and now we want it to partner us in or HIV/AIDS prevention measures. With 5.1 million HIV/AIDS patients and 1 lakh full blown AIDS cases NACO has been working with various State AIDS Control Organisation.

Quaraishi says that NACO's piggy back strategy it that for every rupee that NACO spends on advocacy Rs 99 should come from the corporates or other agencies. That explains tying up with Coke and Pepsi.