Top Story


Home >> Account Movement >> Article

Karishma Initiative bags Ajegroup’s Big Cola brand

Font Size   16
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.



Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.