Cartwheel Creative bags creative mandate for AJE Group's Big Cola

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | January 10, 2011
The cola brand is all set to enter the Indian beverage market; the ad campaign is slated to break shortly.

Cartwheel Creative has been awarded the creative duties for drink brand Big Cola, belonging to multinational Peruvian company AJE Group, headquartered in Mexico. The group has a strong presence in the Latin American beverage market and plans its big Indian foray soon.

Presumably, Cartwheel Creative's immediate mandate is to work on the brand's impending Indian launch. D Ramakrishna aka Ramki, executive director, Cartwheel Creative was contacted at the time of filing this report but remained unavailable for comment.

It may be recalled that the media mandate for Big Cola was awarded to Lintas Media Group's media service agency, Karishma Initiative, in the second half of 2010. The development was the result of a multi-agency pitch.

For the record, the AJE Group is owned by the Añaños family of Peru and is involved in the manufacture, distribution and sale of beer and non-alcoholic drinks. It has operations in several countries including Peru, Ecuador, Dominican Republic, Venezuela, Mexico, Costa Rica, Guatemala, Honduras, El Salvador, Thailand, Brazil, Indonesia and Vietnam; and has 22 plants across 12 countries.

In India, sources claim that the company has already set up its distribution base and is all geared up for the launch of its products in this exciting market.

Besides Big Cola, the corporation is also known for its other flagship product, Kola Real.

It will be interesting to see how Big Cola is marketed and positioned in India's growing beverage market, especially in the light of existing giants such as Coca-Cola and Pepsi.

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