MAM
Coca-Cola seeks review of US media planning and buying business
MUMBAI: The Atlanta-based cola major Coca-Cola will review its US media planning and buying business, with the goal of consolidating its business into one agency account.
The planning and buying business of Coca-Cola US is worth $301 million. Vice president of integrated communications at Coca-Cola David Raines is running the review. In India, Madison Media is the agency of record (AOR) for Coca-Cola India.
“As part of the recent integration of all our businesses, we will be looking at one firm to do communications planning, media execution and strategic analysis and media tracking for the entire beverage portfolio in the USA – soft drinks, juices,” Coca-Cola spokesperson Mark Martin was quoted as saying.
Currently, media planning and buying accounts for Atlanta-based Coca-Cola have been divided between Publicis Groupe’s Starcom MediaVest and Interpublic Group of Co’s Universal McCann. Starcom MediaVest Group’s Starcom, Chicago, handles planning for Minute Maid Juices, while sibling MediaVest, New York, handles all other brand planning. Universal McCann handles buying for all the brands.
Martin said the two new players that have been invited to make presentations for the campaign in October are WPP Group’s MindShare and Aegis Group’s Carat along with the existing ones.
One hopes that Interpublic Group of Cos’ Universal McCann and Publicis Groupe’s Starcom MediaVest Group, both New York, will be able to defend their respective buying and planning accounts.
Also, from India’s point of view, there will be major complications if MindShare US bags the account and there is a re-alignment in India – because WPP Media in India handles Coca-Cola’s ace rival Pepsi account.
MAM
Spinny celebrates Sachin Tendulkar’s 53rd birthday with offer
Customers get Rs 3,500 voucher with car purchases in limited-period campaign.
MUMBAI: Not every birthday comes with a freebie but this one came with four wheels and a voucher. Spinny marked the 53rd birthday of Sachin Tendulkar with a customer-focused campaign titled “Master’s Birthday Treat”, blending nostalgia with a tangible incentive for buyers.
Under the limited-period offer, every customer purchasing a car received a Rs 3,500 TENxYOU voucher, adding an extra layer of value to the buying journey. The vouchers, redeemable across multiple lifestyle brands, extended the experience beyond the transaction into shopping, gifting and everyday indulgences.
The campaign leans on Tendulkar’s enduring image as the ‘Master Blaster’, aligning his legacy of trust and consistency with Spinny’s positioning as a transparent, seamless car-buying platform.
Rather than a conventional discount-led push, the initiative taps into emotion and familiarity, using a cultural icon to anchor engagement while offering a clear, measurable benefit to customers.
In an increasingly competitive digital auto retail market, the move reflects a broader strategy stand out not just on price or inventory, but on experience. By tying a celebratory moment to customer reward, Spinny is effectively turning a birthday tribute into a brand touchpoint.
Because sometimes, the best way to celebrate a legend is to give customers something to drive home literally.
