Coca-Cola India has appointed MSL as its communications partner in India, replacing Perfect Relations.
It comes after the brand invited a selection of key communication agencies in India, including Perfect Relations, to "bring their best thinking to Coca-Cola".
Coca-Cola director of corporate relations for India and South West Asia Kamlesh Kumar Sharma said: "The idea was to brainstorm, so that we were better equipped to create the kind of content that our stakeholders and consumers have come to expect of us. We wanted to harness the thinking of some of the best agency minds. We were open to all ideas.
"As it turned out, the best idea came from outside our current system. We have decided to take it ahead.
"As we take a pause in our relationship with Perfect Relations - our current PR agency on record, it is with excitement and anticipation that we welcome MSLGroup India into our fold. MSL Group, Publicis and their affiliates already work for us in India and many parts of the world and hence neither of us are strangers to each other."
Managing Director, MSLGroup India Amit Misra said: "We are thrilled and privileged to partner such an iconic brand. We look forward to co-creating path-breaking campaigns that inspire communities."
Sharma paid tribute to the team at Perfect Relations, adding: "It will take us some time to get used to not having the Perfect Relations staff around, arguing passionately, pitching ideas, provoking reactions, challenging our theories and assumptions. But I hope that they continue to keep us on the edge, even if it is from beyond the fence, much the same way as over the last decade."