Top Story


Home >> International >> Article

Initiative Media bags media buying account of Coke in southern states

Font Size   16
Initiative Media bags media buying account of Coke in southern states

The Rs 800-crore Initiative Media (IM), the media division of Lowe Lintas & Partners, has bagged the media buying account of the Coke brand in southern India, piping several top media agencies who pitched for the Cola media account.

After bagging the Coke media account, IM is now on an account-winning spree. Bajaj Electricals Ltd. has also assigned the media buying of all its brands to IM. The media buying account of Bajaj Electricals is worth over Rs 20 crore.

In addition, IM has recently won the media-buying accounts of Kothari Pioneer Mutual Fund and ICICI Prudential. With these new account wins, the billings is expected to increase by Rs 60 crore this year, And to cope with the influx of new business, the agency is currently restructuring its operations in its branches across the nation.

In a bid to keep pace with the rapid changes happening in the media environment, IM has invested in setting up new software technology tools in India. With this initiative, IM has access to a host of TV planning software’s which include IMprove, a media optimisation system, IMpasse, which is a software system that’s designed to calculate the efficiency of a televison media plan, and IMpower, a third tool in the family of integrated media planning systems.

At present, the Mumbai-based Initiative Media has branches in Chennai, Calcutta, Delhi, Bangalore and Pune.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular