Perfect Relations signed on to rebuild Coke brand image

MUMBAI: In what is a huge coup for Perfect Relations, Coca-Cola India has contracted the public relations (PR) firm for image building and public relations over ten states in India. This follows the recent controversy over pesticides in soft drinks, in a damning report filed by Centre for Science and Environment (CSE).

For Perfect this is the second big account it has won in the recent past, after the Godrej Group one.

According to company representatives, Perfect will be handling all external communications in addition to the regular marketing activities. The account, which will be driven out of Delhi, will involve close coordination with McCann-Erickson (India), the soft drink giant's ad agency. This is so that "there is synergy in the basic core of the communication" that is sent out, the company representative said.

The mega deal - which the Press Trust of India (PTI) quoted sources as saying was closed at over Rs 10 million - comes after an admission by Coke that sales were adversely hit due to the charges levelled by the CSE against the aerated beverages behemoth and its bitter rival Pepsi.

PTI quoted Perfect Relations' Bobby Kewalramani as saying, "In Coke, we have bagged one of the largest accounts in the history of PR in India. We have to help Coke ensure that its image as a market leader is consistent with reality."

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