Wonder how Pepsi is going to battle this one. The Indian Army is all set to ink a deal with Coca-Cola India for 500 scholarships to the children of serving personnel. The scheme is expected to be formally announced on January 16.The multinational approached the Army headquarters and proposed supporting the education to children of personnel below officer rank who study in military schools across the country. A formal Memorandum of Understanding that spells out who gets what and how much is being thrashed out.‘‘We have decided to give the scholarships to 500 children every year. The scholarships will be awarded on the basis of merit cum means,’’ Army sources told The Indian Express. The scholarships will apply to children studying in Xth, XIth and XIIth grades. ‘‘While the bulk of the scholarships will go to the children of those below officer rank, a small percentage will also cater to officers.’’ The scheme is likely to exclude children studying in private schools.The scholarship gives Coca Cola the opportunity to position itself as a truly ‘Indian’ brand. ‘‘Any deal with the Army will work to Coke’s advantage since it’s an emotive platform,’’ army sources concurred. So will we be hearing a slogan ‘Army life ho to aisi’ soon?
