Coca-Cola India Appoints OgilvyAction

OgilvyAction to oversee Coca-Cola India’s entire Shopper Marketing Business in the country

MUMBAI, JULY 20, 2010 - Coca-Cola India has appointed OgilvyAction, the activation arm of Ogilvy India for creating shopper marketing programs for the company’s brand portfolio. OgilvyAction will work across all key channels where Coca-Cola India operates in the country. After a competitive pitch involving several other agencies, OgilvyAction was awarded the assignment to oversee Coca-Cola India’s entire Shopper Marketing Business.
Speaking about the partnership, Sumanta Dutta, Vice-President, Customer & Commercial Leadership, Coca-Cola India said, “We are excited to appoint OgilvyAction as our agency partner to drive Coca-Cola India’s entire Shopper Marketing Business program in the country. We look forward to working with them in this fast changing retail environment. I am confident that the entire team would deliver something special for Coca-Cola India”.

Coca-Cola India has chosen to invest heavily in shopper marketing as a strategy to increase incidence levels. OgilvyAction, through its specialist shopper marketing practice, will assist Coca-Cola India to create innovative programs to engage and convert shoppers into buyers at critical points of sale and drive consumption.

According to Sanjay Thapar, Group President – North & East, O&M India, “Over the last two years, we have invested time and resources in setting up a brilliant team of shopper marketing professionals who understand shopper behavior and recommend ideas that convert shoppers into buyers.” Adding further, Rahul Saigal, Vice President – Retail, OgilvyAction said, “We understand the change that is needed from merely creating danglers and posters that mimic ATL campaigns to creating in-store ideas that marry a brand’s philosophy and channel objectives to the shopper’s behavior and journey.”

OgilvyAction specializes in managing and helping marketers win in "The Last Mile” by utilizing a discipline-neutral mix of communications services in the areas of shopper, trade, experiential and promotional marketing, across rural and urban markets.

About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Sprite, Thums Up, Coca-Cola, Diet Coke, Limca, Fanta, Maaza, Minute Maid Nimbu Fresh, Minute Maid, Burn, Georgia and Kinley through a network of more than a million outlets. The company has invested over US $ 1 billion in its Indian operations, emerging as one of the country's top international investors. In addition, the company’s business operations in India engage approximately 150,000 persons.

For further information on Company's India operations and its products, please visit

About OgilvyAction:
OgilvyAction is the global brand activation network of The Ogilvy Group. With its 69 offices employing 1,700 people, OgilvyAction delivers a focused range of disciplines including experiential, shopper, trade, and promotional marketing. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics that builds brands by creating purchase behavior. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. Ogilvy is part of WPP, one of the world's largest communications services organizations (NASDAQ: WPPGY, For more information, visit our website at

Contact: Rahul Saigal
Date: July 22, 2010
Office: Mumbai