Coca-Cola hands shopper marketing business to OgilvyAction in India

Coca-Cola India's portfolio of beverages includes Sprite, Thums Up, Coca-Cola, Diet Coke, Limca, Fanta, Maaza, Minute Maid Nimbu Fresh, Minute Maid, Burn, Georgia and Kinley, which are made available 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.

The beverage giant has now chosen to invest heavily in shopper marketing as a strategy.

OgilvyAction will assist Coca-Cola India to create innovative programmes to engage and convert shoppers into buyers at critical points of sale and drive consumption.

OgilvyAction will work across all key channels where Coca-Cola India operates in the country.

On the partnership, Sumanta Dutta, VP of customer and commercial leaderhsip at Coca-Cola India, said, "We are excited to appoint OgilvyAction as our agency partner to drive Coca-Cola India's entire shopper marketing business programme in the country.

He added, "We look forward to working with them in this fast changing retail environment. I am confident that the entire team will deliver something special."