Karishma Initiative bags Ajegroup’s Big Cola brand

Karishma Initiative bags Ajegroup’s Big Cola brand

Author | Tasneem Limbdiwala | Thursday, Oct 14,2010 7:49 AM

Karishma Initiative bags Ajegroup’s Big Cola brand

Multinational Peruvian company Ajegroup, owned by the Añaños family in Peru, plans to launch its flagship product Big Cola in India soon. Following a multi-agency pitch, Karishma Initiative, a wholly-owned subsidiary of Lintas India Pvt Ltd, has been assigned the media duties of the beverage brand. According to industry sources, the account size is estimated in the region of Rs 150 crore.

Neither the client nor the agency were available for comment, however, a highly placed industry source close to the development has confirmed the win. It is also learnt that Initiative handles the business in other global markets as well.

Ajegroup had to put on hold its expansion plans since 2007 owing to the global financial crisis and were waiting for a more favourable economic climate.

The Peruvian company, which manufactures and distributes beer and non-alcoholic drinks, has operations in Peru, Ecuador, Dominican Republic, Venezuela, Mexico, Costa Rica, Guatemala, Honduras, El Salvador and Thailand, and has 22 plants across 12 countries. Known for its flagship products – Kola Real and Big Cola – the corporation is privately owned by Grupo Embotellador ATIC, which is based in Madrid, Spain, and which is the holding company run by the Añaños-Jerí family from Ayacucho, Peru.

Its product portfolio includes beverages, juices, nectars, light beverages, bottled natural water, dairy and beer. The company manages 17 trademarks on 48 different presentations of PET, glass and cans.


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