By Priyanka Mehra

As was exclusively reported by exchange4media in April, Coca–Cola India had initiated a multi-agency media review.

Lodestar UM from the IPG Mediabrands’ umbrella was the current agency on the account. The agency bagged the media mandate in August 2010, on the back of a multi-agency pitch from Madison Media who handled media duties for the Cola major for 11 years.

Lodestar UM has retained the account duties; the account is highly prestigious account in India and globally and the account size is estimated to be upwards of Rs 300 Crore confirm industry sources.

The multi-agency pitch was a closely contested battle among GroupM, Madison Media and Lodestar UM.