Coca Cola India has roped in OgilvyAction, the activation arm of Ogilvy network, to handle its shopper marketing business throughout the country.
OgilvyAction won on the back of a multi-agency pitch.
Shopper marketing involves converting shoppers to buyers. OgilvyAction will assist Coca Cola India to create innovative programs to engage and convert shoppers at critical points of sale and drive consumption.
The activation agency will handle the duties for the entire portfolio of Coca Cola.
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.''
Coca-Cola India plans to invest heavily in shopper marketing as a strategy to increase incidence levels.
Its range of beverages include Sprite, Thums Up, Coca-Cola, Diet Coke, Limca, Fanta, Maaza, Minute Maid Nimbu Fresh, Minute Maid, Burn, Georgia and Kinley.