Mumbai: Lodestar UM, the media agency from IPG Mediabrands and part of the Interpublic Group, has retained its position as the AOR (agency on record) for Coca Cola India.

Lodestar UM beat four other agencies, namely Dentsu Aegis Network, Madison Media, Starcom and a GroupM media agency to hold on to what is, according to industry estimates, to be 400 crore media account.

Anamika Mehta, CEO, global clients, IPG Mediabrands to lead the account from its Delhi office, according to a person close to the development, who did not wish to be named.

The Coca Cola Company had invited a multi-agency pitch this year. The account size made it one of the largest pitches in 2016. The pitch process was conducted over two months, staring in April, and was concluded with the agencies being informed on Tuesday, said a person close to the process, who did not wish to be identified as she was not authorized to speak on the matter.

Lodestar UM won the Coca Cola India account in 2010 unseating Madison Media which had held the account for over a decade up until then. The company will continue to manage the media duties for all the brands under the Coca Cola stable which will include brands such as Coca Cola, Thumbs Up, Diet Coke, Coke Zero, Fanta, Minute Maid, VO flavoured milk, Fuze, Limca and Maaza, among others.

“Media review is a periodical process which we undertake on a regular basis. This is primarily to ensure that as advertisers, while we have our plans intact, we also get the best returns with respect to traditional and emerging media. As part of this process, we recently invited few reputed agencies to pitch for the account; which also included our incumbent agency. At the end of a rigorous process, and after much deliberation over certain key parameters, we have decided to invite our existing incumbent agency, Lodestar UM to be our lead agency, as we believe that it is most equipped to make the fastest transition into the new ways of operating in the dynamic India media market place. They will be our primary partners for media planning, buying and media analytics; helping us device the most innovative and business driving connections strategies," said Debabrata Mukherjee, vice president, marketing and commercial, Coca-Cola India and South West Asia.

Lodestar UM is known best for creating the Coke Studio property, among others for Coca Cola India. Coke Studio India, officially titled Coke Studio @ MTV, is an Indian television series, which features live studio-recorded music performances by various artists, combining different musical influences, from Hindustani, Carnatic and Indian folk, to contemporary hip hop, rock and pop music.

Lodestar UM also manages other brands such as Samsung India, Johnson & Johnson India, Tata Motors, Amul and Wipro, among others.