NEW DELHI—Coca-Cola is restructuring its public relations approach in India, adding a new category assignment and reviewing its lucrative corporate and brand PR brief.
The latter remit has been handled for the past decade by Perfect Relations, which is understood to be one of the PR firms involved in the pitch.
The new category assignment reflects Coca-Cola's efforts to speak on behalf of an industry that it now leads after overtaking key rival Pepsico.
Coca-Cola India VP Deepak Jolly told the Holmes Report that the category PR assignment would require more " public policy, research and thinking."
"As an industry, we are industry leaders, so we need to respond to many of the questions people ask on the category," explained Jolly, adding that the new category brief also provided the impetus for the separate corporate and brand review.
Coca-Cola India corporate communications director Kamlesh Kumar Sharma added that the company is aiming to "create and disseminate content that generates two way consumer and stakeholder conversations."
"This will include content that can be used on a proactive as well as reactive basis," added Sharma, referring to Coke's 'liquid and linked' approach to content marketing.
"As regards the existing work, Perfect Relations continues to be our agency on record," said Sharma. "We however remain open to new and exciting ideas, regardless of who brings it on the table."
The corporate/brand review comes after an eventful year for Perfect, which saw CEO Valerie Pinto depart amid fruitless talks to sell the agency to an international PR network.
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