Kolkata, Dec 23 IBNS | 2 years ago

Over 8,000 football fans in Kolkata treasured the moment of their lives as Coca-Cola and FIFA unveiled the real gold FIFA World Cup Trophy to the public at the Police Grounds in Kolkata on Monday.

This is the second time that the authentic Trophy has been in the city.

Kolkata is one of the few countries in the world where the most coveted prize in the world of football is staying for three days.

The two organisations expect that more than 11,000 people will see the Trophy by 9 PM, which is when the public viewing of the Trophy will draw to a close.

As thousands of people queued up at the Police Grounds in Kolkata from 8 Am in the morning, waiting anxiously for the public viewing arena to open, there were intense exchanges of football and World Cup trivia that eased their wait.

Once inside the arena, the football enthusiasts were treated to football dribbling, ball juggling and rhythmic dancing to the background music of - "The World is Ours" - the official Coca-Cola anthem for the FIFA World Cup Trophy Tour.

This led the consumers to the show-stopping hologram experience, where the football fans saw a breathtaking medley of Fuleco in action, Brazilian culture, iconic FIFA World Cup moments, football greats in action and finally the coveted Trophy in a 7 minute show.

At the hologram experience, football fans saw some of the best moments from the FIFA World Cup editions of 1966 till 2010.

They saw the iconic goals by Pele, Johan Cryuff, Franz Beckanbauer, Maradona, Zidane etc.

The loudest cheers were reserved for Pele scoring those goals in the 1970 edition of the World Cup and Maradona scoring, arguably the best ever goal in the 1986 World Cup against England.

This hologram experience is brought together leveraging very high intensity light projection against a meshwork of mirrors and reflective screens to create 3D images which can be seen without 3D glasses. As consumers cheered the 3D image of the FIFA World Cup Trophy, they were led into the arena where they could see the Trophy live.

Football fans lost no opportunity to click their photographs alongside the Trophy, in their colourful attire, head bands and sometimes sunglasses. The entire experience was smooth and in less than 52 seconds, they had a printed copy of their photograph alongside the coveted Trophy, handed over to them, as souvenir for posterity.

While they were making their way out of the arena, the fans refreshed themselves with a perfect serve of ice cold, chilled and refreshing Coca-Cola.

According to Venkatesh Kini, Deputy President, Coca-Cola India & South West Asia, "While Brazil is the centre of world football, Kolkata is the heart of Indian football and today, once again the city showed why it is called so. Fans came out in large numbers to savour the moments of their lifetime."

"This Trophy is amongst the world's ultimate symbols of happiness, optimism, inclusiveness, diversity, collaboration and commitment. Coca-Cola stands for these values and we wanted to leverage this Trophy tour, as a force for good. It is my belief that this Trophy tour will add to the overall sporting culture in the country and fuel the movement of healthy, active living, not just in Kolkata but across the country," Kini said.

The FIFA World Cup Trophy Tour is the result of Coca-Cola & FIFA's long association which led to the birth of this unique campaign in 2006. Touted as the world's biggest experiential marketing campaign, the FIFA World Cup Trophy Tour aims at giving football lovers across the globe a chance to see the Trophy.

The global FIFA World Cup Trophy Tour by Coca-Cola kicked off with an official launch ceremony in Rio de Janeiro, Brazil, on Sept 12. The FIFA World Cup Trophy Tour by Coca-Cola is the most inclusive, participatory event ever, inviting fans around the world to get up close and personal with the same trophy that is presented by FIFA to the country winning the FIFA World Cup.

In 2010, when Coca-Cola and FIFA took the trophy to 94 cities in 84 countries, it provided more than 500,000 fans across five continents, an opportunity to be a part of the trophy tour celebrations. This year, the tour will also be visiting 50 new countries that have never had the opportunity to host the trophy before.

(Posted on 23-12-2013)