Although Valentine's Day is frowned upon by India's conservative quarters, the soft drinks giant still pushed ahead with its 'Coca-Cola: Truly Yours' promotion.
It set up nine redemption zones in key areas across Delhi and the National Capital Region, where couples could have their photograph scanned and printed on a can for US 60 cents, slightly more than an ordinary can priced at 45 cents.
The promotion also offered couples an opportunity to enter a lucky draw to win a flight on a chartered aircraft over Delhi.
The two-hour flight - planned for February 14 - was one of several prizes Coca-Cola offered as part of its Valentine's Day promotion.
"To treat a loved one is a dream harboured by many, and we wanted to provide the same," said Vikas Kochhar, Coca-Cola's senior manager, communications.
The soft drinks giant backed the initiative with an integrated marketing and communications push that included print advertising plus radio and consumer activation with Coca-Cola floats across the city.
To keep the audience engaged, Coca-Cola also attracted entries for the grand prize through promotions at restaurants, where couples also had the option of playing the 'Coca-Cola Love Game', requiring them to complete heart-shaped jigsaws in 30 seconds.