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Tag: Pepsi India

  • Hindi GEC tops GEC genre’s ad volumes in H1 FY’22: TAM Media report

    Hindi GEC tops GEC genre’s ad volumes in H1 FY’22: TAM Media report

    Mumbai : TAM media research’s subdivision AdEx India has released the half yearly report for advertising in the general entertainment channel (GEC genre). According to recent data, Hindi GEC tops with 24 per cent share of GEC genre’s ad volumes in H1 FY22 and  50 per cent indexed growth was observed. 

    GEC contributes 28 per cent of the ad volume share of overall advertising across different genres (H1 FY’21 and H1 FY’22). The GEC genre has five key sub-genres which include Hindi GEC, Tamil GEC, Telugu GEC, Malayalam GEC, Bengali GEC, and other languages GEC.

    During both periods (H1 FY’21 and H1 FY’22), Hindi GEC topped with 24 per cent share of the GEC genre’s ad volumes.  Three out of the top five subgenres retained their ranks in H1 FY’22. The top five subgenres accounted for more than 65 per cent share of ad volumes during both periods. 

    HUL, Reckitt Benckiser, and Brooke Bond Lipton India remained in the top three positions in the GEC genre in both periods  (H1 FY’21 and H1 FY’22). 960 plus advertisers and 2000 plus brands exclusively advertised in the GEC genre during H1 FY’22.

    May 2022 had the highest ad volume share that is 17.4 per cent during H1 FY’22. H1 FY’21 saw the highest share of ad volumes that is 27.9 per cent in GEC.

    580 plus advertisers advertised exclusively in GEC genre during H1 FY’22. JCB Industries was the top exclusive advertiser in the GEC genre followed by Mangalam Matrimony.com. Coca-Cola India and Pepsi Co were the new entrants among the top 10 list.

    Tata Play and Lizol All In One were the top exclusive advertiser and brand respectively during H1 FY’22 compared to H1 FY’21.

    The food & beverages industry topped with 29 per cent share of GEC genre’s ad volumes followed by personal care/personal hygiene with 20 per cent share.

    All industries except services, household products and personal accessories retained their rankings in H1 FY’22 compared to H1 FY’21.

    Prime time was the most preferred time-band on GEC genre followed by afternoon and morning time bands. Prime time, afternoon and morning time bands together added more than 70 per cent share of ad volumes.

    In H1 FY’21 and H1 FY’22,  less than 20-sec ads of the GEC genre had 28 per cent and 23 per cent share of ad volumes respectively. Ad commercials of 20-40 seconds were most preferred for advertising on GEC channels during H1 FY’21 and H1 FY’22.

  • Pepsi unveils quirky film to celebrate partnership with Airtel

    Pepsi unveils quirky film to celebrate partnership with Airtel

    Mumbai: In line with PepsiCo India’s partnership with Bharti Airtel, Pepsi has unveiled a new film to mark the announcement. The partnership will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.

    The quirky TVC showcases Pepsi’s and Airtel’s latest data offerings on its PET bottles where consumers can avail Airtel recharge benefits worth Rs 10 to 20.

    With the launch of this new TVC, Pepsi aims to bring a streak of celebration with its distinct value-for-money offering through its collaboration with Airtel.

    Speaking on the comical take of the campaign, PepsiCo India’s Pepsi Cola category lead Saumya Rathor said, “Consumers today, more than ever, are seeking value for money. Ahead of the festive season, the partnership with Airtel is an endeavour to bring people together, help them stay connected and bring more smiles with every sip.”

    The light-humoured TVC opens at a basketball practice, where a girl cheekily says hello to a boy. The boy is convinced that the girl loves him because she has asked him to recharge her talk time. However, his friend, who is sitting next to him, asks sarcastically, “If she truly loves you, who is she talking to and spending the talk time on?” The question gives the boy a reality check. However, his friend hands him a chilled bottle of Pepsi to calm him down. Seeing the Airtel recharge discount offer on the Pepsi bottle leaves the boy puzzled, to which his friend smartly responds that the next time you recharge her phone, it will hurt you less as you can use the redeemable discount coupons that come with every Pepsi bottle. Both look at each other, smile, and take another sip of the Pepsi with ‘swag.’

  • Mountain Dew rolls out ‘Dew or Die’ campaign

    Mountain Dew rolls out ‘Dew or Die’ campaign

    MUMBAI: Cricket has been dominating our minds thanks to the sixth season of Pepsi Indian Premiere League (IPL). And one campaign that has been catching the eye is Mountain Dew‘s with the catchy title ‘Dew or Die’.

    Mountain Dew’s new campaign brings alive these moments through an innovative consumer engagement program, on-air as well as extensive on-line and in-stadia initiatives.

    The brand is associated with three teams of Pepsi IPL 6- Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.

    The campaign has a special segment on Max’s ‘Extra Innings’ everyday. The segment will be showcasing three ‘Dew or Die’ moments from the previous day’s matches, shortlisted by an expert panel.

    The ‘Dew or Die’ campaign has also been launched through the brand’s social media channels. During all matches, cricket fans can select their ‘Dew or Die’ moments in real time and tweet to the Mountain Dew handle (@MountainDewIn) with the hash-tag, #DewOrDie to win match tickets and team merchandise.

    PepsiCo India category director-flavours Ruchira Jaitly said, “This IPL season, Mountain Dew is celebrating the ‘Dew or Die’ passion of the players and the fans in a refreshing manner. With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our campaign is all about these moments that differentiate between victory and defeat, segregate men from the boys.”

    “Our campaign is all about consumer engagement including our TV integration that goes beyond traditional advertising. We are thrilled with the initial response to the ‘Dew or Die’ mantra on-line as well as in the stadiums, and look forward to extending it to other formats in equally engaging and innovative manner”, she added.

    Mountain Dew had launched the first campaign of this season earlier this year that took the brand’s essence of ‘Darr ke Aage Jeet Hai’ to the level of crushing fear and taking a plunge to come out victorious. The ‘Dew or Die’ campaign takes forward the same philosophy and talks about fighting through all situations and taking the game away from the opposition.

  • Sanju Saha quits Star News, to join Pepsi India

    Sanju Saha quits Star News, to join Pepsi India

    NEW DELHI: Sanju Saha, executive vice president, human resources at Star News, has put in his papers and is slated to join Pepsi in a much higher capacity.

    Industry sources said that Saha, just 37, is joining as executive vice president, human resources of the Rs 70 billion Pepsi India group, a high profile job that functionally is director, HR.

    Reluctant to comment on the development, Saha did tell indiantelevision.com: “I can say that I am as of date EVP HR, Star News, but I am leaving the group, that is confirmed.”

    Sources who know him say that Saha was looking for a higher profile, which Pepsi has now offered him. And though no one is putting a date to either his finally leaving Star or joining the F&B global major, sources said he is joining Pepsi in the first week of February.

    Saha had been working with Star News for the past two years and was responsible for streamlining the HR department and making it market oriented, getting the right people and generally “ruddering the ship in an industry that has seen so much turmoil”, a Star insider says.

    Saha has previously worked with Aaj Tak, thus having worked in senior capacities in both the top Hindi news channels of the country.

    “I come from a banking background, having worked with American Express before joining the media, Aaj Tak,” Saha said.

    Before AmEx, he had worked with Britannia and Vazir Sultan, the Hyderabad based tobacco manufacturer.