OgilvyAction bags Coca-Cola's retail business

After a multi-agency pitch, Coca-Cola India has appointed OgilvyAction, the activation arm of Ogilvy India, for creating shopper marketing programs for the company’s brand portfolio. The agency will work across all key channels where Coca-Cola India operates in the country, to engage and convert shoppers into buyers at critical points of sale and drive consumption.

Speaking about the partnership, Sumanta Dutta, vice-president, customer and 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.”

According to Sanjay Thapar, group president – North & East, Ogilvy & Mather 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.” Rahul Saigal, vice president of retail, OgilvyAction, added, “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 behaviour and journey.”