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OgilvyAction to handle Coca-Cola's shopper marketing business

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 22, 2010
The incumbent agency on the account was Leo Burnett

Coca-Cola India has appointed OgilvyAction to handle its shopper marketing business.

Shopper marketing business involves understanding shopper behaviour, making the brand in question a part of the consideration set of buyers. The agency is entrusted with the task of converting shoppers into buyers.

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It is learnt that about 10 agencies participated in the pitch.

OgilvyAction will be responsible for creating shopper marketing programmes for the entire range of Coca-Cola India's brand portfolio.

Sumanta Dutta, vice-president, customer and commercial leadership, Coca-Cola India, says, "As an agency partner, OgilvyAction will drive Coca-Cola India's entire shopper marketing business programme. We are confident that the team will deliver something special in the fast changing retail environment."

OgilvyAction, through its specialist shopper marketing practice, will assist Coca-Cola India to create innovative programmes to engage and convert shoppers into buyers at critical points of sale and drive consumption.

Rahul Saigal, vice-president, retail, OgilvyAction, shares, "Retail is highly relevant in modern trade. A lot of clients are realising that the bulk of their revenue will come from this channel. For our client, we will look at strategic key channels such as restaurants, travel and entertainment spaces to tap into prospective buyers."

Saigal shares that OgilvyAction will work on Coca-Cola's entire non-alcoholic ready to drink products, including brands such as Thums Up, Coca-Cola, Limca, Minute Maid Nimbu Fresh, Georgia and Kinley, among others.

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