Dukes Lemonade launches mascot, kicks off promo campaign

MUMBAI: Dukes Lemonade today launched a series of consumer initiatives in the city to make this summer full of takatak taajgi for its consumers.

The aim is to take Dukes Lemonade, the popular lemon drink from Pepsi, closer to consumers through a new campaign which includes a new tagline for the brand, massive on-ground visibility drive, interactive programmes on radio and sampling activities for consumers.



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.

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