ITV

Tag: Pepsi

  • Pepsi launches ad campaign with new brand ambassador Unmukt Chand

    MUMBAI: Pepsi has launched the second leg of ‘Oh Yes Abhi!‘ ad campaign featuring the Under-19 Indian Cricket Team captain Unmukt Chand as its new brand ambassador.

    Chand features in the ad-film that brings alive the ultimate face-off between him and the captain of the Indian cricket team MS Dhoni along with Virat Kohli and Suresh Raina. The fun and entertaining campaign captures their impatient moments and promises to leave the audiences engaged like never before.

    PepsiCo India senior director – marketing (Colas, Juices and Hydration) Homi Battiwalla said, “Pepsi is known to be the first brand to identify youth icons early in time and tap talent with tremendous potential and credibility. We are proud to associate with Unmukt Chand, who truly reflects Pepsi‘s Oh Yes Abhi! attitude and are confident that he will lead the next-generation of players who personify the same philosophy. He is eager to be a part of the Indian cricket team and is performing consistently to achieve his goals… we wish him all the best and look forward to an exciting journey with him”.

    “Our latest campaign takes forward the ‘Oh Yes Abhi‘ philosophy and brings alive Unmukt‘s impatient moments in his first ever ad-film with MS Dhoni, Virat Kohli and Suresh Raina. The film showcases the young emerging star impatient to be a part of the Indian cricket team which exemplifies our positioning in a fun and exciting manner,” he further added.

    The TVC brings alive Pepsi‘s youthful irreverence and demonstrates the â€?Oh Yes Abhi!‘ moments of these Pepsi brand ambassadors and youth icons.

    Chand is shown waiting impatiently, all anxious to get hold of a Pepsi bottle, while Dhoni, Kohli and Raina are also waiting to get their hands on it. What one sees next is an entertaining war of words between the youth icons and the rising star.

    The campaign has been created by Pepsi‘s creative AoR JWT.
    JWT India ECD Surjo Dutt said, “The young cricket star Unmukt shows his impatient side in a refreshing and cool manner, bringing alive the philosophy of Oh Yes Abhi!.”

    The campaign takes forward Pepsi‘s new journey in India with a refreshed new positioning and belief – “Oh Yes Abhi!”. To bring it alive for consumers, the brand had launched a mega campaign starring Ranbir Kapoor, Dhoni and Priyanka Chopra last month that captured their impatient moments.

  • Draftfcb Ulka Delhi gets Burma as group creative director

    MUMBAI: Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as group creative director. He comes in from JWT Delhi where he was the vice president, creative. He has also worked with agencies like Contract and Bates.

    Draftfcb Ulka Advertising national creative director K S Chakravarthy (Chax) said, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

    Draftfcb Ulka Advertising, Delhi COO Sanjay Tandon said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work & desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

    Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.”

    Referring to Arvind Wable, advisor to the Board, Burma stated: “Arvind‘s long term belief in a ‘happy people culture‘ and its effect in building a strong business for over 20 years, was a convincing factor in my decision. And being hired by Chax was indeed a high.”

    He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK and Dabur and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD.

  • Pepsi takes ‘Oh yes Abhi!’ positioning to engage youth

    MUMBAI: After a highly successful ‘Change the Game‘ positioning, cola major PepsiCo India has taken a new brand positioning ‘Oh yes Abhi‘ that seeks to bring alive the hunger for impatience seen in the youth today.

    The positioning marks the beginning of a new journey for Pepsi in India and will be followed by a series of initiatives over the course of the year.

    Commenting on the new positioning, PepsiCo India VP Marketing-Beverages Deepika Warrier said, “Oh Yes Abhi is all about the impatient youth, who believe in making the most of the moment and therefore wants action ‘right now!‘. Oh Yes Abhi! translates into – live for the present as tomorrow is too late. Our latest campaign illustrates all this and much more in a quintessential irreverent Pepsi package.”

    The cola brand has created a slew of television commercials portraying Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra in their moments of impatience. The TVC‘s are slated to go on-air from 1 February.

    The TVC aims to bring alive Pepsi‘s youthful irreverence and demonstrates the Oh Yes Abhi! moments of these Pepsi brand ambassadors.

    “This film not only captures the stars in their impatient avatars, but also shows many moments from our everyday lives that exemplify the belief of ‘now‘,” adds JWT India ECD Surjo Dutt.

    The ‘Oh Yes Abhi‘ campaign will be supported by extensive above-the-line communication besides radio activation, on-ground amplification and an outdoor campaign amongst other initiatives. Digital platforms like Facebook, Twitter and YouTube will also be used to engage consumers.

  • Multi Screen Media firms up three sponsors for IPL 6.0

    MUMBAI: Multi Screen Media (MSM) has already roped in three sponsors for the sixth edition of the Indian Premier League (IPL). It has been learnt that Vodafone and Pepsi have come on board as co-presenting sponsors, while Tata DoCoMo is going to be an associate sponsor.

    While not talking about specific deals, MSM president revenue, licensing and telephony Rohit Gupta said that the broadcaster is looking at selling out its entire ad inventory for the IPL this year, unlike the previous edition where it held on to ad rates to let go a small portion of its commercial airtime. “We have rationalised our rates by 10 per cent. While last year we had sold out 85 per cent, this time we want to sell out everything. Our revenue will not be affected.”

    MSM is looking at two co-presenting and seven to eight associate sponsors. “Sponsors will take up around 60 per cent of the ad inventory. For ‘Extraaa Innings‘ we will have seven sponsors,” Gupta added.

    Vivaki Exchange CEO Mona Jain believes the IPL ratings have stabilised. “They are not zooming but neither are they falling dramatically. The rationalisation of rates makes the IPL more affordable. I don’t think that the recent poor performance of the national Indian team will have a negative effect on the IPL‘s viewership. The IPL is a different ballgame where you have city based loyalties,” she says.

    In terms of companies likely to come on board, Jain points out to consumer electronics companies and telecom. Auto is also expected to come on board, though that sector has been facing a tough time. “They may come in at lower outlays, but I still expect them to participate. The economic slowdown could have an effect in terms of the outlays that different companies are willing to commit. It is, however, too early to talk about that possible impact,” she points out.

  • Sam Ahmed moves to Mumbai as Rediffusion VC and CCO

    MUMBAI: WPP‘s communication agency Rediffusion has appointed Sam Ahmed as vice chairman and chief creative officer. He currently lives in Dubai but will now move to Mumbai from where he will operate in his new role at the agency.

    Ahmed has spent 14 years at Y & R, Dubai where he was credited with making Y&R the No. 1 agency in Dubai in creative rankings and the 3rd most creative agency in the world. He has worked on brands like Ford, Nestle, Pepsi, P&G, Colgate-Palmolive, Citibank, Harvey Nichols, Skoda, Land Rover, Jaguar, Sony Ericsson, Du Telecom, Zain Telecom, HTC, Apple and World Gold Council. He has also been a consultant for the Prime Minister and Vice President of the United Arab Emirates, His Highness Sheikh Mohammed‘s executive office on several Dubai projects including DIFC and Burj Khalifa.

    Rediffusion chairman and managing director Diwan Arun Nanda said, “It is good to have a person of Sam‘s credentials lead the Creative Team at Rediffusion. He is one of the world‘s most awarded creative people. We searched the globe for such a creative talent. Sam is empowered to lead our team to achieve great creative heights with work that helps strengthen our clients‘ brands even further.”

    Ahmed said, “One of the reasons I left advertising is that the focus had shifted, it had become more about making money and less about ideas. I have always believed that only great ideas make a lot of money for your clients and your agency and when the Chairman of a legendary agency offers you a challenge to make Rediffusion the Number 1 creative agency in India, you don‘t ask too many questions, except where do I sign? I have some of the most amazing brands at Rediffusion to work with and I am really excited.”

    Sam joined the advertising and communications industry at the age of 21. He was 24 when he won his first design award and by the time he turned 28, he was creative director of Y&R, Dubai. He was made partner and regional executive creative director of Y&R Brands for the region by age of 31. In 2009, Sam founded the Creative Club of Dubai.

  • Pepsi pens $50mn deal with Beyoncé

    MUMBAI: Global beverage giant Pepsi has announced creative and wide-ranging global collaboration with worldwide music icon Beyoncé. The company made the announcement on its website in a statement titled ‘Pepsi and Beyonce Fact Sheet’.

    Pepsi and the music icon will collaborate to develop new content and come up with out of the box ways to engage fans, consumers and retailers in a way that benefits both brands.

    This is not Beyoncé’s first association with Pepsi. Before becoming the brand ambassador, she has served as a Pepsi spokesperson in 2002. According to media reports, the collaboration deal is worth $50 million.

    The collaboration between Pepsi and Beyoncé includes establishing the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content. The two will also work together on the apects of design. In addition to having her image on a can or bottle, Beyoncé is working with Pepsi on the design of all materials related to the partnership. Apart from this, the musician will be starring in a new ‘Live for Now’ global TV commercial planned for release in early 2013.

    Apart from the TVC, Beyoncé will also be appearing in print and out of home advertisements for Pepsi. She will also be visible in-store and on-premise through materials such as shelf promotions, in-store displays and in-store advertising.

    The company said in the fact sheet, “The Beyoncé partnership is the lead example of how Pepsi is pioneering a new way for brands to engage with musical artists, moving from sponsor to partner. This creates a creative and commercial collaboration that serves both artist and brand. Beyond the partnership with Beyoncé, we are using our global scale and scope to create a platform to support multiple country-specific Pepsi musical artists. With our music program, we can excite our existing fans and attract new consumers to Pepsi, connecting their love of music with the refreshing experience of drinking Pepsi, driving sales of Pepsi globally. Our retail partners love music partnerships and are ready to embrace this relationship because Pepsi has a proven record of promotions that drive store traffic and sales.”

  • Pepsi pours in Rs 3.96 bn for IPL title sponsorship

    MUMBAI: The Brand IPL has once again proved that it hasn‘t lost its sheen despite the pessimism as soft drink major Pepsi poured in a Rs 3.96 billion bid to bag the five-year title sponsorship rights of cricket‘s richest property.

    Telecom major Airtel was the lone other bidder. Airtel‘s bid of Rs 3.16 billion fell short of Pepsi‘s which was almost double of what DLF was offering.

    A possible cola war was also averted as Coca-Cola decided not to put in bids despite buying the tender document. The reason: the company did not consider the rights lucrative enough to bid for it following an internal evaluation.

    However, industry sources told Indiantelevision.com that Coke was deterred by the steep floor price which is Rs 600 million per year. Apart from Coca-Cola, Kolkata-based sports marketing agency Gameplan Sports had also bought the tender but did not put in bids.

    The bids were opened today at BCCI‘s marketing committee meeting in Mumbai.

    IPL Chairman Rajeev Shukla said, “PepsiCo are one of the largest sponsors in world sport and we look forward to working with them over the next seasons. I would also like to take this opportunity to thank DLF for its confidence in the IPL to become the league‘s first title sponsor in 2008.”

    The bidding process was initiated following real estate major DLF‘s refusal to renew the Rs 2 billion deal that was signed in 2008 when the property was launched by its former chairman Lalit Modi.

    With IPL rights, Pepsi has reiterated its position as the biggest spender on cricket which also includes the ICC sponsorship deal. It is also beverage partner of IPL teams like Chennai Super Kings, Pune Warriors India and Rajasthan Royals.

    The only property where Pepsi doesn‘t have a presence is the Indian cricket team‘s home matches whose title sponsorship rights are incidentally held by Airtel till 2013. The telco pays Rs 33.3 million per match for the series sponsorship rights.

    GroupM ESP Managing Partner Hiren Pandit believes the deal was a no-brainer for Pepsi since IPL is the biggest cricket property and it happens during summer, a peak season as far as cola brands are concerned.

    “Knowing Pepsi and the kind of campaigns that they have done around cricket, I think they will milk this association. I think Pepsi will be able to leverage the association which is the most important aspect of a title sponsorship deal,” Pandit averred.

    According to Pandit, the price paid by Pepsi is not on a higher side since it can get value for its money through activations and the visibility that IPL gets.

    Gameplan Sports Director Jeet Bannerjee shares similar sentiments. “Pepsi has been synonymous with cricket. IPL is a great property and as the title sponsor Pepsi will activate its sponsorship deal. It‘s a great property for advertisers to promote their brand,” Bannerjee said, echoing Pandit‘s sentiments.

    PepsiCo India Chairman Manu Anand said, “I am delighted that we have succeeded in rebranding the tournament as Pepsi-IPL, thus cementing a five year partnership between two brands which enjoy an iconic status not only in India but globally. With our continuing sponsorship of the ICC World Cup, we are the now biggest supporters of the game of cricket. We have reaffirmed our passion and commitment to cricket and this investment reiterates the importance of India business in the PepsiCo global system.”

    PepsiCo said it has organically grown eight Rs 10 billion plus brands in a short span of 20 years in India including Pepsi, 7UP, Mirinda, Slice, Lay’s, Kurkure, Mountain Dew and Aquafina. The company which has sustained double digit growth across its foods and beverage businesses has been consistently investing in India in brand building, capacity expansion and developing market infrastructure.

    Explaining the rationale behind the bid, PepsiCO India Vice President – Beverage Marketing Deepika Warrier said, “No scale association with cricket is possible in India without a sizeable IPL presence. IPL – the biggest cricket event in the subcontinent has now become the new face of Indian cricket which combines the best of cricket with entertainment, regional club passion & international glamour.”
    “Brand Pepsi is an iconic youth brand and one of the most recalled and trusted brands across categories in the country. Now with this association we hope to catapult brand Pepsi to an even higher orbit as the most universal, popular, trend setting youth brand. The title association of Pepsi IPL & other benefits will allow brand Pepsi and other PepsiCo brands to gain more than conventional sponsorship benefits and generate immense universality across the country,” Warrior added.

    Talking about the next IPL campaign, she further said: “Pepsi has given some of the most recalled brand campaigns such as Yehi Hai Right Choice Baby, Nothing Official About it, Ye Dil Mange More and Change the Game. We are working on innovative and exciting campaigns around IPL and we will Change the Game once again.”

  • MTS launches mobile advertising service mAd

    MUMBAI: Sistema Shyam TeleServices Limited (SSTL), which nationally operates its telecom services under the MTS brand, pioneered the launch of its new service called ‘MTS mAd‘. The service provides brands a clutter breaking means to engage with customers on a one-to-one basis. It also allows MTS Smartphone customers using mAd will to make free local calls after watching a video ad.

    MTS mAd service is available on all Android devices on the MTS network including MTS MTag 3.1, MTS MTag 351, MTS MTag 352, MTS MTag 353, MTS MTag 401, MTS Pulse, Samsung Galaxy Y and Samsung Galaxy Ace Duos CDMA. The company plans to expand this service to Blackberry and BREW enabled entry level MTS handsets.

    MTS India chief marketing and sales officer Leonid Musatov said, “Innovation is one of the core values of MTS India. The launch of mAd service is a testament of our deep rooted commitment to the same value. MTS mAd is a unique service which enables our Smartphone customers to make free calls by just watching a video ad on their device. The service also provides an opportunity to leading brands to connect with their customers in a personalised manner. I am confident that the mAd service would find its appeal amongst both our customers and the advertising fraternity.”

    Brands like Coca-Cola, Pepsi, Mentos, Center Fresh, Fiat, Kellogg‘s, Titan and Lenovo have associated for MTS mAd service to engage with customers.

    MTS mAd service requires no charges for activation, application download and for data transfer while watching video ads. The user will get a seamless experience with no buffering and video streaming hassle. Customers using this service will be able to make as many as four MTS mAd calls in a day.

  • L&T consolidates digital mandate with DDB MudraMax

    MUMBAI: After getting the Rs 1 billion media account of Larsen & Toubro last year, DDB MudraMax has pocketed the company‘s full service digital mandate.

    DDB MudraMax will handle SEM (search engine marketing), SEO (search engine optimisation), web design, online planning, buying and creative for the brand.

    The agency already handled the digital media planning and buying duties for L&T and now has been entrusted with the entire range of digital duties.

    The experience and engagement network arm of DDB Mudra Group runs 36 offices in India. It enables clients to interact at a single point to reach consumers through a complete spectrum of specialist touch points such as TV, print, radio, digital, out-of-home, retail, activation, events, bottom of the pyramid, sports, music, youth and entertainment.

    DDB MudraMax‘s clients include Pepsi, Gillette, Volkswagen, Reebok, Aircel, ITC, Birla Sun Life, Titan, Castrol, Uninor, Star, Colgate, Standard Chartered Bank, Tata, Hindustan Times, Asian Paints, Yamaha, Kotak, Hewlett Packard, Fosters, Ashok Leyland, Western Union, Jyothy Laboratories – Henkel, LIC, World Gold Council, BPCL, TTK Prestige, Wipro Consumer Care, Amway and ACC.

  • Pepsi to sponsor Super Bowl XLVII halftime show

    Pepsi to sponsor Super Bowl XLVII halftime show

    MUMBAI: Beverage conglomerate Pepsi and the National Football League (NFL) in the US have announced that Pepsi will sponsor the Super Bowl XLVII Halftime Show set for 3 February 2013 in New Orleans.

    The announcement of this multi-year deal follows the renewal of PepsiCo‘s long-term agreement with the NFL last year that includes brands Pepsi, Gatorade, Frito Lay, Quaker and Tropicana.

    During this year‘s Super Bowl Halftime Show, Pepsi will bring its signature style of consumer engagement to pop culture‘s biggest stage. Pepsi will also have 60 seconds of advertising inventory during the Super Bowl XLVII broadcast on CBS.

    PepsiCo and the NFL have enjoyed a long-standing relationship, which has spanned nearly three decades and has successfully aligned several of PepsiCo‘s brands with the NFL.

    PepsiCo Beverages VP consumer engagement Adam Harter said, “Pepsi‘s deep-rooted heritage with the Super Bowl and with music truly makes this relationship a natural fit. As the most watched and highly-anticipated entertainment event of the year, the Super Bowl Halftime show is right at the heart of sports and music. We are excited to provide a fully integrated fan engagement experience for NFL and Pepsi fans.”

    This relationship marks an important extension of Pepsi‘s “Live for Now” campaign, which looks to capture the excitement of the moment and deliver experiences and content that is current in pop culture. “On Super Bowl Sunday, the Big Game is at the center of the pop culture conversation. This is the perfect opportunity to inspire and invite Pepsi fans to Live for Now,” continued Harter.

    Pepsi will serve as a partner to the NFL in shaping and enriching the fan viewing experience of the halftime performance. Through in-store activations, digital engagement and televised and in-person interaction with fans, Pepsi‘s Super Bowl Halftime Show sponsorship will join other PepsiCo brands such as Doritos in continuing to break new ground in the area of consumer engagement tied to the Big Game.

    NFL senior VP, sponsorship, media sales Keith Turner said, “We are pleased to expand our relationship with Pepsi to include the Super Bowl halftime show. The NFL and Pepsi have a history of bringing fans closer to the game through music. We look forward to working with Pepsi to develop new and innovative ways to engage our fans starting with the Super Bowl XLVII Halftime Show in New Orleans.”

    PepsiCo‘s multi-faceted partnership with the NFL is part of brand Pepsi‘s impressive roster of existing deals with major sports properties. Pepsi also has 16 NFL team deals in place, including its newly announced partnership with the Pittsburgh Steelers. All of Pepsi‘s sports partnerships are supported with television, print, and radio advertisement, in-store retail activations, digital engagement, and breakthrough consumer engagement programs that provide fans with ways to enjoy their favourite sport.