MUMBAI: Soft-drinks giant Coca-Cola has shifted its media agency to Lodestar UM, cutting its ties with Madison Media that lasted for 11 years in India.
 
The size of the account is pegged at over Rs 2 billion.
 
When contacted, Lodestar Universal CEO Shashi Sinha declined to comment.

Sources, however, confirmed that Lodestar had bagged the account, the size of which is over Rs 2 billion.
 
Said 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 added.

The other agencies that were in the race included Starcom Worldwide, Carat, TME and the incumbent Madison Media.