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Ratna Bhushan

NEW DELHI, Dec. 1

THE cola war is clearly raging. And if you thought it's just market share and celebrity endorsers that arch rivals PepsiCo India and Coca-Cola attempt to grab from each other, here's a surprise coming!

In an interesting development, J Walter Thompson (JWT; earlier Hindustan Thompson Associates or HTA) which has been associated with PepsiCo India since the time the soft drinks major came into the country, is now wooing Mr Prasoon Joshi, National Creative Director, McCann-Erickson India, the agency which handles the advertising for Coca-Cola.

When contacted by Business Line, Mr Joshi confirmed the development. However, he denied that he was switching sides. "Yes, JWT is looking for someone senior and there has been an offer. However, right now, there is no question of me moving out of McCann-Erickson," he said.

The creative brain behind the hugely successful Thanda matlab Coca-Cola ad campaign, Mr Joshi is credited with being largely instrumental in turning around McCann-Erickson's creative fortunes as well.

The Thanda matlab... campaign is being acclaimed as among the better creative works of the year, pointed out a senior advertising professional, on the condition of anonymity.

In addition to the Thanda matlab... , other campaigns Mr Joshi has been working on include confectionery major Perfetti's Chlormint brand, Vaseline Crack Relief and Radio Mirchi in Mumbai.

JWT is currently scouting for a national creative director, with names such as Mr Ivan Arthur and Ms Deepa Kakkar no longer with the agency.

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