Indiantelevision.com Team

(26 February 2009 6:00 pm)

NEW DELHI: Beverage company PespsiCo India has forayed into the lime juice segment with the launch of new variant, Nimbooz, by 7Up.

Says PepsiCo India executive director-marketing Punita Lal, “Nimbooz is a packaged nimbu paani offering, especially developed to suit Indian tastes and preferences."

Positioned as ‘Ekdum asli Indian’, the company has drawn a 360 degree marketing strategy for the newly launched product, which includes television, radio, print, out-of-home (OOH) and road shows.

The television commercial, created by BBDO India’s Sandipan Bhattacharyya, has been directed by Pradeep Sarkar of Apocalypso filmworks.

The beverage company has launched the product in three different packaging formats - 200ml returnable glass bottles (RGB) priced at Rs 10, 350ml PET priced at Rs 15 and 200ml Tetra priced Rs 10.