| The entire campaign is built around the character
called Bandya Shinde and the new tagline is takatak taajgi. Bandya
is a reflection of the current rage for Bollywood bhais such as Munna
bhai and Aslam bhai. Despite being the short-tempered buddy of a "bhai",
Bandya has a simple view of life without tension or maj-maj, and is
loved by one and all. For Bandya Shinde, Dukes Lemonade is a source
of refreshment and a way to chill.
Announcing this in a press conference, Pepsi's head of operations
in western region Praveen Someshwar said, "Dukes Lemonade has
been a popular lemon drink in Mumbai, and has built up a loyal consumer
base over the years. Our initiatives aim at creating fun and excitement
amongst existing consumers, and draw new consumers into the Dukes
Lemonade fold."
Special interactive live programmes on radio have been designed
for consumers, who can call Bandya to play agony uncle to their
problems in life.
The visibility drive will include paintings on local trains, bus-shelters,
street banners, point-of-sale and posters among others. Discount
coupons will be distributed to consumers outside trains painted
with Dukes Lemonade visuals. Consumers can redeem the coupons at
the station on the same day, and enjoy their Dukes Lemonade.
Apart from this, consumers can even play a fun game dukes lemonade
wheel of fortune at specially designated points in the city,
and win complementary Dukes Lemonade bottles, pouches, caps and
pens.
|
