Besides, the company is also planning to implement comprehensive advertising, marketing and distribution initiatives throughout the year, company officials said.

All the campaigns, they said, would focus on the four passions of Indian consumers -- cricket, movies, music and food. According to industry watchers, taking into account the aggressive posture of Coca-Cola, the company seems set to widen its lead over Pepsi in absolute terms. If both the companies maintain their present first quarter growth rate (Coca-Cola 21 per cent and Pepsi 27 per cent), CCI would have increased its total volume to 12.5 crore cases by the year-end, while Pepsi's would be 9.5 crore cases. In order to take the coming season head-on, both the US-based beverages giants are in a major spree to launch new products.