Brand News: Coca-Cola appoints OgilvyAction to oversee shopper marketing biz  

MUMBAI: Following a multi-agency pitch, Coca-Cola India has appointed OgilvyAction, the activation arm of Ogilvy India, for creating shopper marketing programmes for the company's brand portfolio.

As part of its new mandate, OgilvyAction will work across all key channels where Coca-Cola India operates in the country.

Said Coca-Cola India VP customer & commercial leadership Sumanta Dutta, "We are excited to appoint OgilvyAction as our agency partner to drive Coca-Cola India's entire shopper marketing business programme in the country. We look forward to working with them in this fast changing retail environment."

Coca-Cola India has chosen OgilvyAction 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 programmes to engage and convert shoppers into buyers at critical points of sale and drive consumption.

According to O&M India group president - North & East Sanjay Thapar, "Over the last two years, we have invested time and resources in setting up a good team of shopper marketing professionals who understand shopper behaviour and recommend ideas that convert shoppers into buyers."

Adding further, OgilvyAction vice president - retail Rahul Saigal, "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 specialises 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.