Coca-Cola India's media business is currently handled by Madison Media. The agency was appointed to the account, reportedly worth US$44 million, back in 1999.
Global agencies on the beverage giant's roster include UM, Starcom and Carat. Along with Madison Media, all these agencies are believed to be involved in the pitching process.
Coca-Cola currently works with Starcom in China and UM in Hong Kong, Malaysia and Korea. Carat handles the account in New Zealand.
According to a spokesperson from Coca-Cola India, "To stay ahead of the curve, we are evaluating our media planning and buying processes."