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Tag: Pepsi

  • Vodafone, Pepsi and Kingfisher are most recalled brands in IPL5: Ormax

    Mumbai: Vodafone, Pepsi, Kingfisher, Volkswagen and Hero are the five top recalled brands during IPL5, as per the cricket advertising recall and effectiveness research – Day after Cricket (DAC), conducted by Ormax Media, the media research and consulting firm.

    Though, Vodafone was the overall winner, the last week of IPL 5 saw Pepsi leading the recall charts, touching a score of 44 per cent on unaided recall, the highest achieved by any brand this season, the company said.

    As per the research, Volkswagen and Kingfisher are the only brands which feature among the Top 10 brands in terms of both unaided recall and ad likeability.

    The top three most liked ads are: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam. Interestingly, none of these campaigns featured a celebrity.

    The most recalled innovation sponsorship association recalled is Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star of the Match are at distant No. 2 and No. 3 respectively.

     

    Top 10 Brands Recalled (IPL 5 )
    Rank Brand
    1 Vodafone
    2 Pepsi
    3 Kingfisher
    4 Volkswagen
    5 Hero
    6 Coca Cola
    7 DLF
    8 Idea
    9 Nokia
    10 Tata Docomo

    The top 10 most liked campaigns or promotions in IPL 5 are listed in the table below.

     

    Top 10 Most Liked Campaigns (IPL 5)
    Rank Brand
    1 Gems
    2 Sprite
    3 Mazaa
    4 Volkswagen
    5 Cadbury‘s Dairy Milk
    6 Yatra.com
    7 Kingfisher
    8 Mountain Dew
    9 Lays
    10 Slice

    DAC is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The target group for the study was 15-40 years males and 15-34 years old females.

  • Pepsico renews strategic partnership with PVR

    Pepsico renews strategic partnership with PVR

    MUMBAI: PepsiCo India, the leading food and beverage company, has renewed its strategic partnership with multiplex major PVR Limited.

    As part of this 5-year partnership, PepsiCo India will be the official ‘Pouring Partner‘ for carbonated soft drinks, health drinks, juice based drinks, beverages, packaged juices and water at all the 166 PVR screens spread in over 22 cities across India.

    With this, PepsiCo India intends to strengthen its position as a food and beverage player in the organised multiplex category.

    PVR Ltd chairman and managing director Ajay Bijli said, “The 15 years of association with PepsiCo have been truly fruitful and we aim to take it to the next level by announcing PepsiCo as official ‘pouring partner‘ for carbonated beverages, packaged juices and water at all our outlets across India. The range of beverages that PepsiCo offers is vast and at the same time it is popular amongst the movie aficionados. With popularity of the brand across target audiences, we see this partnership as a long and successful one.”

    The two parties had launched integrated marketing programmes around the likes of the 2011 Cricket World Cup and the recent Change the Game campaign.

    The partnership also pioneered the Pepsi + Popcorn combo for cinema-goers with its own separate communication developed by the brands. The partnership will help strengthen PepsiCo India‘s efforts in garnering consumer insights, feedback and trials for new product development and engagement ideas, the company said.

    PepsiCo India CEO – Beverages Praveen Someshwar said, “Our association with PVR has only grown manifold over the last 15 years. With more than 25 million footfalls in 2011-12 and an increasing pan India presence, this association further consolidates our presence across the organized multiplex category. PVR is a valued strategic partner and will play a pivotal role in building scale, visibility and greater consumer engagement opportunities for our beverage brands. We look forward to working with PVR to help the combine, garner an increasing revenue share of the category over the next five years.”

    Beverages from PepsiCo India include brands like Pepsi, Mirinda, Mountain Dew, 7UP, Nimbooz Masala Soda, Lehar Evervess Soda, Slice, Gatorade and Aquafina.

  • Cricket to face-off with football in Pepsi’s new ad campaign

    Cricket to face-off with football in Pepsi’s new ad campaign

    MUMBAI: Indian cricketers will face-off with international football stars in Pepsi’s new campaign film as it takes the Twenty20 Football theme forward as part of its ‘Change the Game’ campaign.

    Pepsi ‘s campaign will feature Indian cricketing heroes Mahendra Singh Dhoni, Virat Kohli, Suresh Raina and Harbhajan Singh; along with the biggest global football stars, Didier Drogba, Frank Lampard and Fernando Torres.

    In the campaign film, cricketers throw a challenge at footballers to a game of cricket to win Pepsi, while the footballers show them how to play cricket – football style. The film captures the essence of ‘Change the Game’ with a foot tapping soundtrack, ‘Mauke Pe Chauka’.

    PepsiCo India Category Director – Colas, Hydration & Mango Based Beverages Homi Battiwalla said, “We celebrated the unorthodox face of cricket last year and gave the T20 twist to football this year; now we are bringing together both these sports on one common platform. Featuring the biggest names from the world of cricket and football, the campaign reflects our commitment to both the sports in our signature, ‘Change the Game’ way.”

    The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes. The cola major is one of the broadcast sponsors of Max for the on-going IPL season.

    “With this latest Pepsi campaign, we are bringing the cricketers and footballers together for the very first time in the history of Indian advertising. It is a truly clutter breaking campaign, mounted on a mega scale. The idea is simple with the ‘Change the Game’ thought at its core,” added JWT India ECD Surjo Dutt.

    Pepsi recently launched its first football campaign in the country featuring actor Ranbir Kapoor, which was followed by a grassroots initiative, Pepsi T20 Football that takes football outside the conventional domain.

    Organised in a unique metallic cage, the initiative is being organised in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi, with phenomenal response. A total of 8-teams, including one winning team from each city and one wild card entry will compete to emerge as ‘Game Changers’.

    They will then get the opportunity to be coached by an international football star before they face the Indian cricket stars for a game of Pepsi T20 Football at the Grand Finale.

  • Pepsi changes the game with T20 football

    Pepsi changes the game with T20 football

    MUMBAI: Pepsi recently announced the launch of its first ever football themed campaign in India with a new ad film featuring Ranbir Kapoor. The brand takes the campaign forward with a football league format – Pepsi T20 Football.

    Pepsi T20 Football is a new format for amateurs, which combines T20 style of playing with the spirit of football. Winners of this nationwide tournament will get a chance to play football the Pepsi T20 way against the Indian cricket stars and get an opportunity to be coached by an international football star.

    PepsiCo India category director – colas, hydration and mango based beverages Homi Battiwalla said, “Pepsi T20 Football tournament takes forward the philosophy of ‘Change the Game‘ by taking football outside the conventional domain and giving it a refreshing twist. It is a unique grassroots initiative mounted at a never before scale in India that aims to take the excitement around the sport to the next level. With the involvement of Indian cricketers, Bollywood and an international football star; the campaign promises to excite and engage not only the existing passionate football fans but the entire nation.”

    Actor Ranbir Kapoor said, “Being a football enthusiast I am glad that Pepsi is taking this initiative to popularise the sport amongst the youth of our country. I am proud to be associated with it and confident that Youngistaan will enjoy the new Pepsi T20 Football format”.

    To be a part of the Pepsi T20 Football campaign, amateur footballers between the age of 14 and 30 years can register in 7-member teams at designated venues. Open to all Indians, on ground registrations and matches will be organized across major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi. The registration process begins with Chennai on 14th March and tournament will continue till June. 64 teams from each city will compete in knock-out style 20-minute matches and the top 32 will compete in the respective city finales. The city finale will be organized in a unique metallic cage at a public venue with lots of music, fun and Pepsi. A total of 8 teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers‘. They will then get the opportunity to be coached by an international football star before they face the Cricket Stars at the Grand Finale.

    The tournament will be supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging and digital engagement programmes. Pepsi has partnered with ESPN Star Sports, who will produce and showcase the tournament in a special 8-episode series, starting April 2012.

  • AdAsia 2011 gets 800 delegate registrations

    AdAsia 2011 gets 800 delegate registrations

    MUMBAI: A total of 800 delegates have registered for AdAsia 2011, Asia‘s biggest management, marketing, media, advertising and communications congress that takes place in Delhi later this month.


    A panel of personalities from different walks of life will share their experiences, insights and sharp analysis of ongoing events, providing new ideas, concepts and a firm handle on how the changes being witnessed today will translate into trends in the future. They will go beyond analysis to address the question ‘How‘ and to elaborate innovative ideas and solutions to key global challenge.


    Pepsi chairman, CEO Indra Nooyi, business consultant, speaker and author Ram Charan, Unilever COO Harish Manwani, Coca-Cola executive VP and chief marketing & commercial officer Joseph Tripodi, and founder and creative chairman of Droga5 David Droga are some of the big names speaking at AdAsia 2011.


    The conference is planned to engage and involve participants from the word go so that they are an integral part of the rethink of systems, strategies and solutions. Their thoughts and ideas will be instrumental in aligning these to a rapidly changing global business environment.

  • O&M and Lowe amongst most effective agency offices

    O&M and Lowe amongst most effective agency offices

    MUMBAI: They might not have won many metals at Cannes Lions 2011 but if a new index is to be believed, Ogilvy & Mather Mumbai and Lowe Lintas Mumbai are two of the world’s top five most effective agency offices.

    While Ogilvy & Mather has been ranked at No. 2, Lowe Lintas Mumbai was placed fifth in the results of the inaugural Effie Effectiveness Index that were extracted after analysing finalist and winner data from 40 worldwide Effie competitions.

    Interestingly, while two of the top five most effective agency offices are from India, the other three are from South America.

    Marketing network Effie Worldwide and the global marketing intelligence service, Warc, revealed the results of the inaugural, Effie Effectiveness Index, at the 58th Cannes Lions International Festival of Creativity.

    The index has also claimed that Procter & Gamble is the most effective advertiser; McDonald‘s the most effective brand; Omnicom the most effective advertising holding company; and BBDO Worldwide the most effective advertising agency network, globally.

    Moreover, the top five most effective advertisers around the globe include Procter & Gamble, Unilever, Kraft, Nestle and Coca-Cola.

    The top five most effective brands are McDonald‘s, Pepsi, Coca-Cola, Chevrolet and Vodafone.

    According to the results, the top five most effective agency holding groups in the world are Omnicom, WPP Group, Interpublic (IPG), Publicis Groupe and Havas Advertising.

    The other most effective agency offices are Sancho BBDO of Bogota, Colombia (1), OMD (Bogota, Colombia) (3) and BBDO (Santiago, Chile) (4), while the top five independent advertising agencies are Wieden + Kennedy, (Portland, Oregon, USA), Kinograf (Kiev, Ukraine), Rabarba (Istanbul, Turkey), BBH Singapore and a fifth place tie between BMF (Sydney, Australia) and Propaganda House (Kiev, Ukraine).

    The top five most effective agency networks are BBDO Worldwide, McCann Worldgroup, Ogilvy & Mather, DDB Worldwide, and JWT.

  • WB ad revenue up 56 per cent in first quarter

    WB ad revenue up 56 per cent in first quarter

    MUMBAI: English movie channel WB has posted a 56 per cent ad revenue growth in the first quarter of this year compared to the year-ago period, according to a senior Turner International India executive.

    The channel has doubled its client roster, providing scope for revenue growth. Currently, WB clients span across sectors including Lifestyle and Beauty, Automobiles, Financial, and Telecom. The roster includes L’Oreal, Yamaha, Volkswagen, Tata Motors, TVS, Coca Cola, Pepsi, Edelweiss, Bajaj Allianz, Samsung and Phillips.
     
    Says Turner International India GM entertainment networks, South Asia Monica Tata, “The increase in clients has resulted in a healthy first-quarter with WB locking in 56 per cent revenue growth over the same period last year. Additionally, we have also seen a robust 77 per cent growth in inventory over Q1 last year.”

    As had been reported earlier by Indiantelevision.com, WB’s Mega Action movie block will spice up June with classic, adrenaline pumping movies such as ‘Blade’, ‘The Matrix’ and ‘Superman’ every weekend.
     
    “The English movie genre sells on perception and, thus, great stress is laid on the look and feel and the packaging of the channel. WB from launch to date has always received excellent feedback on its packaging from the industry. In sync, the WB June Mega Action stunt has been slickly packaged peppered with loads of action moments that will surely set viewers pulse racing. Showcasing Hollywood‘s biggest blockbusters and adrenaline pumping movies such as ‘Blade’, ‘The Matrix’ and ‘Superman’, the June Mega Action will spice up weekends for all action lovers,” says Tata.

    The channel will premiere the movie ‘Splice’ on 29 June.

    The WB June Mega Action is being promoted on-air, off-air and digital platforms. The marketing campaign includes print partnerships with key English dailies such as Mail Today, Mid Day & Time-Out to create buzz about the action line-up. On ground, PVR theatres across Delhi and Mumbai will promote WB June content. Online movie buffs can log-on to the dedicated website www.itsonwb.com to get the full Mega June schedule as well as participate in the WB Mega Action contest. For clues, viewers can visit the WB Facebook page www.facebook.com/itsonwb .
     
    “Direct consumer interaction/engagement is a key focus of WB’s marketing strategy. And thus, the WB Facebook page is an exciting one with daily and constantly updated, encouraging conversations about movies, exchanging trivia and is peppered with fun and exciting contests. Further, even the off-air focus is on effective placements which are frequented by movie lovers such as cinema halls, coffee shops and book stores,” says Tata.

    Asked about the trends being noticed in the English movie genre, Tata says that a key trend is the extension of the prime band from 9 pm to 11 pm. “This year being cricket heavy, most channels focused on building the 11 pm slot. Additionally, with India still largely being a single TV household, typically the male TG gets sole access to the remote, post 10:30 pm. Thus, WB is fully geared to bring the best at the 11 pm slot.”

  • Pepsi ropes in Sharman Joshi as brand ambassador for 7Up

    Pepsi ropes in Sharman Joshi as brand ambassador for 7Up

    MUMBAI: Food and beverage company, PepsiCo India, has appointed actor Sharman Joshi as brand ambassador for its natural lemon flavoured drink, 7Up.

    The brand has also roped in renowned film director, Rajkumar Hirani, to direct the new on-air campaign around the theme, ‘Gussa Hatao, Chill Machao‘. The campaign that includes two television commercials is expected to go on air by the end of March.

    The on-air campaign will be supported by outdoor, online and on-ground activation.

    Says PepsiCo India Beverages Category Marketing Director (Flavoured Carbonated Drinks) Alpana Titus, “Sharman, with his calm, unruffled and extremely affable personality is a perfect match to highlight the brand‘s positioning of a cool, refreshing drink. With Raju Hirani creating his magic with the ad films, we are confident that our consumers will not only enjoy the campaign but also identify with the theme of ‘Gussa Hatao, Chill Machao‘. We look forward to a great summer season; kick starting with this exciting campaign.”

    The campaign highlights issues of anger management. The TVCs revolve around these instances and Sharman as the new 7UP guy proves to the enraged characters that their anger is misplaced. This is best to douse it with a chilled bottle of 7UP, through a series of witty and offbeat questions.

    Director Hirani said, “I am very selective about the TVCs I direct, but the scripts that I received for 7UP were very interesting. I saw the scope of adding value to the message, since this campaign is not just about giving gyaan. The thought behind the characters‘ self realization of stupidity while getting angry is superb.”

    The first TVC revolves around a man who has been splashed with mud by a speeding truck and gives the truck a chase on his two-wheeler, hell-bent on teaching the driver a lesson. The second film is about a fight that breaks out between two fans of rival soccer teams while they are watching a match. A fight made even more ridiculous by the fact that neither of them has any connection whatsoever with the countries playing. In both TVCs, Sharman appears as the cool voice of reason, diffusing their anger with 7UP.

    “Every minute you spend in anger, you lose 60 seconds of cool! With growing instances of mindless flare-ups that we see around us every day, this philosophy is sure to resonate with the youth,” said BBDO India executive creative director Sandipan Bhattacharya.

  • Pepsi is most recalled brand after India Vs Bangladesh match: Ormax

    Pepsi is most recalled brand after India Vs Bangladesh match: Ormax

    MUMBAI: Pepsi has emerged as the most recalled brand advertised (unaided level) after the first Cricket World Cup match, which was played between India and Bangladesh on 19 February.

    This result is according to Ormax Media’s syndicated study on ICC World Cup – Day After Cricket (DAC).

    As per the study, the top five brands recalled at an unaided level were Pepsi, Vodafone, Airtel, Lay’s and Reliance. 
     
    The five brands which scored the highest on ad likeability were – Cadbury’s Dairy Milk Silk, Pepsi, Vodafone, Hero Honda and Reebok.

    Day After Cricket is an industry-wide syndicated study that measures the advertising effectiveness on cricket – World Cup 2011 and IPL 4.
     
    The track for the study is being conducted daily during the event, across nine cities – Mumbai, Pune, Ahmedabad, Delhi, Lucknow, Kolkata, Hyderabad, Bangalore and Chennai.

    The TG for the study is 15-44-year-olds, SEC AB. 
     
    The daily and weekly reports focus on top of mind (TOM) recall, unaided recall, ad likeability and innovation association recall. The mid and end-tournament reports will focus on macro understanding and analysis of cricket advertising.
     

  • Pepsi launches ‘Change The Game’ WC campaign

    Pepsi launches ‘Change The Game’ WC campaign

    MUMBAI: Soft drink conglomerate Pepsi has announced the launch of a media campaign for the upcoming Cricket World Cup featuring five Indian players – skipper Mahendra Singh Dhoni, Virender Sehwag, Harbhajan Singh, Suresh Raina and Virat Kohli.

    The first of the television commercials featuring Indian cricket players will be launched on 15 January. Pepsi is an ICC partner.

    This ICC Cricket World Cup, Pepsi celebrates the new unorthodox yet immensely popular face of modern cricket with its high decibel and path-breaking campaign – ‘Change The Game’. Through the metaphor of cricket, it also salutes the Youngistaanis who within themselves have found the power to defy tradition, and pave their own way by not breaking the rules but by changing them.

    Pepsi says that Change the Game is not a notion but reality that is reflected in the way cricket is played, watched and enjoyed world-over and in India today. With this innovative campaign, Pepsi has become the official sponsor of everything that is unorthodox about the sport; whether it is Sehwag’s Upper Cut, Dhoni’s Helicopter shot, Singh’s Doosra, Tillakaratne Dilshan’s Dilscoop, Kevin Pietersen’s Switch Hit or Virat Kohli and Suresh Raina’s aggressive on-field spirit.

    PepsiCo Beverages India marketing director Deepika Warrier said, “Pepsi has always been closely associated with youth platforms such as cricket; and ICC Cricket World Cup is the single biggest event that unifies millions of passionate Youngistaanis. Our Change The Game campaign celebrates the same passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi.”

    Featuring some of the cricketing world’s biggest superstars, the campaign includes a series of ad films that will showcase out-of-the-box moves that are not text-book and yet help achieve the ultimate goal. Irreverent and youthful in spirit, these films promise to bring alive the passion Youngistaanis share for the game, both on and off the field. The first film as part of the campaign revolves around Indian team skipper Mahendra Singh Dhoni’s famous game changing move – the Helicopter Shot.

    PepsiCo India executive VP – marketing, Cola Sandeep Singh Arora said, “Change the Game is a big idea in the context of the game of cricket. With this campaign we will inspire the youth to ‘change the game’, be innovative, take risks, and do things differently even if it has not been done before. We are the official sponsors of the ICC World Cup, but with this campaign we also want to be the official sponsors of everything that is unorthodox, exciting, innovative about the game of cricket”.

    Dhoni said, “Change the Game for me is not about what you achieve, but how you achieve it. It is about the confidence to take risks and the courage to take the road less traveled. On field, it is about playing innovative shots or making game changing decisions at critical junctures of the play. Pepsi’s Change the Game campaign captures this thought in an exciting and innovative manner and I am sure Youngistaanis will strongly identify with it”.

    Supporting the on-air initiatives is the campaign with cricketers in a painted body look. The company adds that the new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game. Covered only with a layer of colourful body paint, the cricketers’ images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it which mirrors the athlete’s character.

    Taproot India creative director Agnello Dias said, “Pepsi has always been the fearless voice of uninhibited youth. A belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket that is a reflective of everything that the youth of today live by. That it‘s not the textbook that matters but the result at the end of the day. Because the game can always change.”

    Prasoon Pandey of Corcoise Films who directed the TVCs said, “Change The Game is a powerful concept and we have tried to bring alive the same passion and excitement in the films as we would see during the World Cup. The idea was to communicate Pepsi’s celebration of cricketers’ innovative signature moves on the field in a never-seen-before manner. For instance, the first film presents an irreverent back story about Dhoni’s famous Helicopter shot to the thrill of him actually using it during the match.”

    The campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.