Coca – Cola India breaks 11 year old media relationship with Madison Media by appointing Loadstar Universal as there new media AOR agency,

Coca – Cola India had called for review of its media duties last month , A muti agency pitch process was involve prior to decide on Loadstar , other agencies who participated in process are Madison,Carat, TME, Starcom Worldwide.

Commenting on the development a Coca-Cola India spokesperson, "Coca-Cola India as part of a global process has been looking at opportunities to optimise its marketing capabilities. As part of this process, the company conducted an evaluation of leading media agencies to provide integrated communication planning, media execution, strategic analysis and media tracking capabilities for its entire portfolio of beverages. This had become all the more necessary with the rapidly evolving media landscape in the country,While all agencies participating in the review process illustrated strong skills, Lodestar Universal McCann showed the highest potential and has been awarded the media account for Coca-Cola India. We are very excited about this partnership and are confident that Lodestar Universal McCann will add value to our business," he said.