MAM

Pepsico India ropes in Sushant Singh Rajput as brand ambassador for new Cola Pepsi Atom

BENGALURU: Pepsico India (Pepsico) announced what it claims is its biggest beverage innovation in India – a new Cola brand ‘Pepsi Atom‘. The title sponsor for the on-going sixth season of the IPL cricket league has roped in actor Sushant Singh Rajput who made his debut as an actor with Abhishek Kapoor’s film ‘Kai Po Che’ as Pepsi Atom’s brand ambassador.

Brand Atom’s positioning redefines masculinity and portrays the modern Indian man in a new light – someone who has the strength of mind as well as body says Pepsico. Through its tagline, ‘Piyo Josh Mein Jiyo Hosh Mein’ and the soon-to-be-launched communication campaign, Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action. The communication strategy has confidence at its core, targeting young adults across big and small towns.

“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, ‘Piyo Josh Mein Jiyo Hosh Mein’ is also inspired by the evolving Indian consumer. Traditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these days… a real man is one who knows when to act. Sushant suits this definition of a modern man and therefore fits the brand personality perfectly”, said Pepsico VP - Beverage Marketing Deepika Warrier.

The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, to give launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centers says the company. The TV campaign highlighting the ‘Piyo Josh Mein Jiyo Josh Mein’ positioning will be unveiled on social media first and then go on-air on 1 May. PepsiCo says that it is also investing significantly behind distribution and trade promotion to support the mega launch.

The new Cola brand gives the Indian consumer a choice between the universal taste of Pepsi and the new Atom.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/ipsos.jpg?itok=AxDkIzZx
Food Habits of Indians: Ipsos Study 74% Indians are content with their current body weight; 63% Indians are willing to eat a plant based substitute for meat The study busts myths about Indians

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/kanta.jpg?itok=QLnHVlZY
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/blender.jpg?itok=B1_TuSiS
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/MS_Dhoni-Orient_Electric.jpg?itok=3itdCHDp
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/Bradley_Cooper-Sonam_Kapoor.jpg?itok=tf-uqFSP
IWC celebrates new Pilot's watches launch in Geneva

IWC Schaffhausen celebrated the launch of its new Pilot’s Watches with an exclusive gala evening at the Salon International de la Haute Horlogerie (SIHH) in Geneva. Around 800 guests had the chance to admire a true icon of British aviation – the Spitfire – and ring in the year of Pilot’s Watches...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/iamge.jpg?itok=mD17Fb_t
Rohitash Srivastava named Planning Head, Ogilvy North

Ogilvy Gurugram has appointed Rohitash Srivastava as the head of its planning unit.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/dentsu.jpg?itok=RLg33FCT
Dentsu Impact launches new campaign for Mobiistar

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/funfoods.jpg?itok=EZVHXF0B
FunFoods by Dr. Oetker attempts to make ‘Ghar Ka Khana’ more appealing

FunFoods by Dr. Oetker has launched a digital campaign titled #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’ over ‘Ghar Ka Khana’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/Untitled-1_0.jpg?itok=fP9BS_Gs
Facebook to bring stricter ad rules ahead of India's general election

Reuters has reported that Facebook Inc will be extending some of its political advertising rules and tools, for curbing election interference, to several countries including India ahead of the general elections. India will be electing the parliament this summer.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories