Coca-Cola India appoints OgilvyAction to oversee shopper marketing business

21 July, 2010


Activation arm of Ogilvy India to create shopper marketing programs for the entire range of
Coca-Cola India’s brand portfolio


  • OgilvyAction to oversee Coca-Cola India’s entire Shopper Marketing Business in the country.
  • Activation arm of Ogilvy India to create shopper marketing programs for the entire range of Coca-Cola India’s brand portfolio across all key channels.
  • Coca-Cola India to invest heavily in shopper marketing as a strategy to increase incidence levels.
MUMBAI — 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 www.coca-colaindia.com.  

About OgilvyAction (www.ogilvyaction.com)  
OgilvyAction’s business is that of behaviour transformation. The focus and expertise is on winning share of heart on ground and share of wallet in the last mile by activating brand experiences across urban and rural India.

OgilvyAction’s four service offerings are shopper marketing, trade marketing, experiential marketing and promotional marketing. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics.

OgilvyAction is a part of The Ogilvy Group and has 61 offices and 1700 employees.

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