Coca Cola India puts Rs 200-cr media biz on review

Yet another heavyweight spender has put its media business up for grabs. As part of a “global process that looks at opportunities to optimise its marketing capabilities”, Coca Cola India is reviewing its media duties. The incumbent on the business since 1999 - Madison Media - is also part of the pitch, along with at least three other agencies. The account size is pegged in the vicinity of Rs 200 crore.

by Noor Fathima Warsia
Published: Jul 19, 2010 8:10 AM | 2 min read

Coca Cola India puts Rs 200-cr media biz on review

Coca Cola India is playing its role in contributing to the number of high-profile pitches of 2010. The corporate major has put its mammoth media business up for a review. The account size is pegged in the vicinity of Rs 200 crore. The interesting aspect of this pitch is that Coca Cola India has been working with its media agency Madison Media since 1999.

It is understood that the pitch will begin this week. Sources close to the development informed that there were in all four agencies in the fray. However, the details on all the names were not available at the time of filing of the report. Some of the agencies that Coca Cola globally works with, include Starcom Worldwide, Carat and Universal McCann, which in India is Lodestar UM. Madison Media would be defending the business.

Explaining more on the pitch, a Coca-Cola India spokesperson said, "Coca-Cola India, as part of a global process, is looking at opportunities to optimise its marketing capabilities. The company also wants to make sure that the best available talent works for all its brands. This has become all the more necessary with the rapidly evolving media landscape in the country."

The spokesperson added, "To stay ahead of the curve and also to meet these challenges, we are evaluating our media planning and buying processes. We will get back to you as things fructify."

Coca Cola global officials are also involved in the pitch process.

(Additional inputs by Pallavi Goorha Kashyup)