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Tag: PepsiCo India

  • Lay’s introduces special ‘@ Home’ packs in new campaign

    Lay’s introduces special ‘@ Home’ packs in new campaign

    Mumbai: As people continue to remain indoors in light of the ongoing times, they have made their homes the perfect spaces for work, entertainment, and fun with friends. At the back of this insight, PepsiCo’s potato chips brand Lay’s has introduced special ‘@ Home’ packs to be the perfect companions for its fans in all their in-home experiences. The brand has also unveiled a new TVC featuring Bollywood actor Ishaan Khatter, highlighting the creative idea of ‘Ghar Par Lay’s, Always!’.

    The film is set in a relatable home arrangement and features Ishaan enjoying board games with his friends when they ask him if he has Lay’s at home, eventually creating an entertaining frenzy amongst the youngsters. While the actor rushes to the nearby supermarket to pick up the new Lay’s ‘@ Home’ packs, his friends completely ransack Khatter’s apartment looking for their favourite chip pack. The film closes on a light note, with one of the friends remarking “Nice place yaar!” as Khatter and the gang sit together and share a delightful moment over the new Lay’s packs.

    Lay’s has always aimed at infusing a sense of joy into consumers’ lives, not only through its delicious flavours, but also through its distinct, innovative offerings. The new ‘@ Home’ packs, which are available in four Lay’s flavours, have been especially curated keeping in mind the uptick in at-home consumption as well as the wide array of moments one experiences at home today, the brand said.

    “We at Lay’s continue to be laser-focused on elevating everyday moments in the lives of our consumers. Our latest campaign, ‘Ghar Par Lay’s, Always!’ captures the many in-home moments that people are experiencing today – be it working from home or hanging out with friends,” said PepsiCo India’s senior director, marketing – foods, Anshul Khanna. “Through our first-ever association with Ishaan Khatter – who represents the spirit of the youth today, we aim to deepen our consumer connect through the relatable moments captured in the TVC. We sincerely hope consumers enjoy these newly-launched, special in-home packs and make them a part of their experiences.”

    PepsiCo Foods’ WPP Lead – at Wunderman Thompson India, Ritu Nakra added, “Right now, the world is at home. Be it remote working, watching a movie or two, hanging out with friends, weekend outings – we are doing all this and more in the comfort of our own homes. And it’s only fair to make these occasions more joyous and delightful by making India’s most loved snack brand – Lay’s – an integral part of our ‘at home’ lifestyle.”

    Speaking about the new TVC, Ishaan said, “Lay’s has been etched in my memory since childhood. It is the go-to snack when hanging out with friends or family & the new ‘@ Home’ packs further solidify that feeling. I hope the fans enjoy the TVC and also ensure that they have ‘Ghar Par Lay’s, Always!’”.

    The new Lay’s ‘@ Home’ packs are now available across all leading retail and e-commerce platforms in India.

  • ‘Enormous opportunity’: Brands upbeat about TV advertising in 2021

    ‘Enormous opportunity’: Brands upbeat about TV advertising in 2021

    MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years, highlights how the power of television and consequently, television advertising remains steadfast and there’s nothing to halt its run! Little wonder then that advertisers are ready to bet big bucks on this old-fashioned medium. As these growing numbers prove, the ‘idiot box’ has proven remarkably resilient in an era of immense disruption, despite the threat of pandemic and emergence of new SVoD platforms.

    At the virtual panel discussion The Television Boardroom- organised by Indiantelevision.com Friday, brands across sectors ranging from F&B to automobiles spoke about the whys and hows of TV still taking the biggest slice of the advertising pie. The panel, moderated by Indiantelevision.com's Anil Wanvari  comprised Kotak Mahindra Bank’s Elizabeth Venkataraman, PepsiCo India’s Om Jha, id Fresh Food’s Rahul Gandhi, ITC’s Sanjay Singal and Maruti Suzuki India’s Shashank Srivastava. 

    Brands buoyant about 2021

    While the uncertainty and turmoil caused by the pandemic leading to a virtual halt of film and television shoots in the country was a dampener, marketers remained optimistic about prospects of advertising on television, especially as compared to 2020. The panel tried to explore the mindsets of the TV-viewing consumers and also shared what their expectations from the medium are.

    Kotak’s Venkataraman made note of the unusual consumer viewing behaviour in the year gone by, which needed to be watched carefully to learn whether it sustains going ahead, as we come out of the pandemic. So while all agreed that TV viewership will be higher than 2019, there was a doubt on whether the levels that we see now would continue going ahead, with lockdowns being phased out and work and life calling.

    Srivastava shared his data on projections for TV ad spend in 2021 which are 12 to 13 percent higher than previous year’s. Overall hope and optimism from this year was that it will not be an out and out disruptive year like the year before. With expectations from vaccination drives and/ or herd immunity impact, the world is expected to settle in by mid-2022. Consequently, both viewership and marketer’s spending should improve this year on, was the general opinion.

    Role of branded content & impactful advertising

    Discussions also revolved around the roles branded content and impactful advertising can play in upping the television adex game. ITC’s Singhal spoke about its tie-up with Star during the pandemic called ITC Masterchef, which had insights from five star hotel chefs on how to cook up five-star-like fare, using ingredients already available in one’s kitchen. This got a lot of mileage, so there is definitely a space for branded content, but the need has to be there first, or it could fall flat, he felt.

    TV advertising consists of very short formats of 30-odd-seconds slots, hence to convey a larger picture of what the brand wants to talk about, branded content could help weave a brand story within the content very subtly so that the brand appears organically to the viewer. Brand integration can make it more relatable, without making it look like marketing -oriented.

    Brand association, integration and branded content gives one extra arsenal to marketers to push your product and gain brand recall, while telling the story of the brand, Srivastava said.

    However, contextual or relevance value along with understanding consumer’s needs is crucial for branded content to succeed. So, while TV offers the opportunity, for a brand to make it work is the challenge. That fear needs to be addressed for investment to come in this area. The impact also needs to be felt in numbers for it to be feasible.

    TV stands out for marketers with its impact and reach, and with third party organisations like BARC doing the measurement for the brand on TV modelling analytical capability on television has evolved to a different level. All the impactful advertising in IPL is a case in point – brands associated with IPL 2020 have become household names. Srivastava cited the IPL viewership touching a high of 400 billion viewing minutes in 2020. “There is no debate on the glory and size of TV advertising’s impact” stated Kotak’s Elizabeth.

    Alongside hard data it is also heavily intuitive, while being dependent on the brand objective. Hence there is also a role for a marketer’s gut instinct alongside the measurable impact was agreed overall.

    On looking at sports content beyond cricket

    Nothing beats or even comes close to cricket when it comes to sports in India is unanimously accepted. For television or brands to pick a sport and develop it, the nation must first adopt that sport, opined Jha. He cited instances to prove his point. Sony has been broadcasting football leagues for ages, while Star did a fantastic job with pro-kabaddi but the viewership is nowhere comparable to that of cricket.

    Panelists concurred that brands have been shy of investing in other sports for the same reason, unless it’s a niche region. There were hopes from Football and Kabaddi in this context. Maruti Suzuki is eyeing football as the next massy sport to look forward to in TV advertising, Srivastava shared. Venkataraman deemed Kabaddi as a local sport and also showed promise. There was a feeling that building up hype and hoopla around a sport league could help the sport, as transpired with kabaddi.

    All said and done, TV remains the best pick for a marketer today in India for ROI. And while it may not always be cheap, it is cost efficient for the kind of scale and resilience that the medium offers.

    Also, with television reinventing itself by evolving into smart TVs, which can be connected to the home Wi-Fi or an Amazon firestick, it will continue to remain relevant to consumers and the viewership can only grow from here. And with 90 million households yet to own a TV set in India, according to BARC data, that indicates enormous opportunity for brands in times to come.

  • Quaker India promotes ‘DIY Brekkies’ ‘for healthy breakfasts

    Quaker India promotes ‘DIY Brekkies’ ‘for healthy breakfasts

    NEW DELHI: Quaker India has launched Do It Yourself (DIY) Brekkies, a digital campaign to promote everyday healthy breakfast eating. The snackable video series (60-90 seconds) on YouTube offers a variety of recipes to add an ‘oat-a-licious’ twist to everyday breakfast dishes and will continue to populate with more recipes in the coming time.

    PepsiCo India senior director and category head – foods Dilen Gandhi said, “In recent months, the consumer demand for healthy foods has increased, which has heightened consumer adoption of Quaker Oats in one's daily routine. Breakfast is an important part of maintaining routine and we are thrilled to launch DIY Brekkies that provides a wide array of tasty breakfast recipes for our audiences.”

    Commenting on the rise of food-related content on YouTube, Google India group head, insights & partnerships  Kaushik Dasgupta said, "Food is an evergreen content category on YouTube. But with activity and entertainment getting constrained this year, India is tuning into YouTube for a change of taste, with people watching videos related to recipes and cooking at a rate over 45 per cent higher than compared to last year. We have also seen a surge in video views of content with 'restaurant style' in the title, and how to cook meals with limited supplies. These are Indian jugaad recipes of inventiveness, creativity and ingredient substitutes."

    To further showcase the deliciousness and versatility of oats, Quaker has released a special cookbook with 30 sweet and savoury oats recipes.

    PepsiCo Foods WPP India lead Ritu Nakra said, “Our audience often perceives Oats as a sweet dish. To fight this sweet myth and to illustrate the versatility of Quaker Oats as a savoury dish, we are delighted to launch DIY Brekkies and the Quaker Cookbook. This initiative will bring to the table multiple breakfast recipes that are delicious and easy to make and share exciting new ways to have this  nutritious grain.”

  • Lay’s launches new campaign #Heartwork as ode to unseen heroes

    Lay’s launches new campaign #Heartwork as ode to unseen heroes

    MUMBAI: Lay’s has launched a campaign to share gratitude towards the unsung heroes’ who have brought joy to millions. Aptly titled #Heartwork, this campaign is a heartfelt, emotional ode to each hero in the brand’s supply chain who works relentlessly against all odds to ensure Lay’s brings joy to millions across the country.

    The campaign film signifies that each pack of Lay’s is a celebration of the #heartwork of unseen heroes; farmers, factory workers, truck drivers, distributors, sales force, retailers, and delivery executives, whom we don’t always get a chance to thank in person. Through this film the brand extends its sincere appreciation and gratitude to them on behalf of the company and every consumer who enjoys Lay’s.

    The film applauds the “Heartwork” of the Indian farmer who puts in utmost care and love in growing the best quality potatoes that go into making Lay’s. It thanks the factory workers, who work day and night to ensure production of Lay’s. It recognises the efforts of the truck drivers who often drive long miles across the country, to reduce the distance between the consumer and one of their most loved brands. And, last but not the least, the film expresses gratitude to the retailers and delivery executives who ensure that the snack brand reaches the consumer. It’s a succinct yet heartwarming depiction of #Heartwork from lush green potato farms to fingers that consume a pack of Lay’s with utmost joy.

    PepsiCo India senior director and category head – foods Dilen Gandhi said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude and appreciation to each one of them. It is thanks to their efforts that Lay’s is able to bring joy to millions of consumers in India.”

    PepsiCo Foods WPP India lead Ritu Nakra said, “#Heartwork is our latest endeavour acknowledging the tireless spirit of all the people who are behind the scenes who have ensured the uninterrupted supply of Lay’s to the consumers. This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. LAY’S helps build and celebrate connections and with this film we expand the narrative of heartfelt connections to the unsung heroes.”

    Lay’s India works with over 24,000 farmers, 4300 factory workers, 2400 distributors, 6.5 lakh retailers, and 5000 sales staff, who are proudly delivering joy across the country each day.

  • Kurkure signs Akshay Kumar as its new brand ambassador

    Kurkure signs Akshay Kumar as its new brand ambassador

    National: Kurkure, one of India’s most loved snack brand, has notched up the quirk and humour quotient that it brings to its consumers with the introduction of leading Bollywood actor, Akshay Kumar, as its new brand ambassador. ‘Mr. Khiladi Kumar’ will be seen donning a number of fun and off-beat avatars as part of the new exciting campaign that the brand has in the pipeline to celebrate this ‘chatpata’ association.

    Being the one-stop family-entertainer all through its 20-year long journey in India, Kurkure has always aimed to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling. Akshay Kumar is known for his dynamic persona and ‘jhatkedaar’ performances that aim to provide audiences with moments of quirk and entertainment in their daily lives. With a promise to add more fun and excitement to family-time, the brand will continue being the front-runner in terms of innovative storytelling, together with the dynamic personality of Akshay Kumar, who stands synonymous with the essence of Kurkure.

    Speaking on the association, Mr. Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said, “For over two decades, both Akshay and Kukure have entertained families across India and brought people together in an endearing as well as fun manner. We believe that Akshay Kumar personifies the brand tenets of Kurkure as both of them complement each other. By combining Kurkure’s chatpatapan with Akshay’s multi-faceted personality, we are confident to create a blockbuster association that will not only create non-stop humour but also deepen our engagement with the consumers.”

    Sharing his excitement on coming on board as Kurkure’s new face, leading actor Akshay Kumar, said, “Kurkure for me has always been about fun and crazy times with family, and I am very excited for this association. The brand’s quirky and unconventional campaigns have stood the test of time and are remembered by one and all. I love entertaining the audience and am looking forward to adding zing and liveliness in a memorable and unique way with Kurkure”.

    Staying true to Kurkure’s quirky and ‘masaledaar’ personality, the news of Akshay Kumar being on-boarded as the brand ambassador was revealed in a rather ‘hatke’ manner. Kumar was seen in a video on Instagram chanting “Twinkle, Twinkle sun na yaar, kuchh masaledaar leke aa raha hai Akshay Kumar” and posing with the Kurkure Masala Munch pack in a cheeky manner. 

  • Mountain Dew presents the exhilarating journey of Gerrari Offroaders

    Mountain Dew presents the exhilarating journey of Gerrari Offroaders

    MUMBAI:  Mountain Dew has always saluted the spirit of risk taking, of pushing boundaries to achieve extraordinary success. Continuing with the pioneering format of biopic storytelling built on their Risk Takers of India platform, Mountain Dew’s 2019 campaign celebrates an exhilarating journey of real-life heroes, Gerrari Offroaders-Gurmeet Virdi and Kirpal Singh Tung who are synonymous with off-roading in India today.

    The celebration of the inspiring journey of Gerrari Offroaders, is consistent with Mountain Dew’s efforts over the last three years, of showcasing real life heroes through its ‘Risk Utha Naam Bana’ campaign. ‘Risk Utha, Naam Bana’ is based on the powerful insight that greater success needs greater risks and one should always strive to break out of the ordinary.

    PepsiCo India director, Mountain Dew and Energy Naseeb Puri says, “Mountain Dew has always celebrated the spirit of those who push themselves to achieve extraordinary results, making a name for themselves in the process. Gurmeet & Kirpal are an embodiment of the Dew philosophy of Risk Utha, Naam Bana and it is our privilege to be able to share their inspiring story with millions of Indians across the country.”

    Taking inspiration from the adventures of Gurmeet, Kirpal, Kabir and the Gerrari Offroaders, the Mountain Dew film is an ode to those who take risk head on and come out victorious. In the words of the Gerrari Offroaders themselves, when they’re seen as the underdogs, what they may lack in resources, they make up for in jigar. In the moment of choice, it’s that jigar that makes the difference between Naam and Namumkin.

    Wunderman Thompson creative chief Senthil Kumar notes, “Mountain Dew brings authentic and inspiring stories of real heroes using the popular cinematic biopic storytelling format. This time Hrithik Roshan shares the story of India’s first 4×4 world champions. Set amidst rainforest landscape this shoot was an adventure like no other. The journey of these men is one filled with grit and guts. This Mountain Dew film is a salute to the spirit of risk taking and the hunger to make a name inspiring the viewers to do the same.”

    Speaking about his experience, Hrithik Roshan, Mountain Dew brand ambassador said, “The story of Gurmeet & Kirpal is truly inspiring. As movie actors, we perform stunts on screen but these guys live a new adventure each day. Their story is one of passion, risk and courage and it’s been my privilege to bring the story of these risktakers to the big screen.”

    ‘Risk Utha Naam Bana’ has been consistently bringing to life, authentic stories of real-life heroes through its Risk Takers of India platform; the most recent one being the hugely successful 2018 campaign featuring mountaineer Arjun Vajpai.

    The 2019 campaign too will bring alive stories of motor sporting risk takers like Aishwarya Pissay and Yuvraj Singh. It will also be supported by a scale surround program across digital, outdoor, on-ground etc. that will go deep into the heartland markets.

  • Pepsi launches ‘How We Do It’ live in Mumbai

    Pepsi launches ‘How We Do It’ live in Mumbai

    MUMBAI: Rapper Badshah and global pop group Now United’s new single, ‘How We Do It’, presented by Pepsi was launched during a love concert at High Street Phoenix in Mumbai recently. The collaboration is a result of Pepsi’s commitment towards discovering and supporting emerging artists, reveals a press statement.

    PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi has always anticipated the pulse of today’s generation ahead of the curve. Music has been one of our biggest platforms globally, and continuing this intrinsic commitment, Pepsi is excited to bring together the incredible musical talent of Indian rapper Badshah and global pop group Now United to provide a new experience for fans. ‘How We Do It’ is an amazing track and we are hopeful that music fans on the lookout for a newer, cooler sounds in India and beyond will love it.”

    Badshah shared with audiences his experience of collaborating with Now United. He said, “Pepsi has always enabled young, upcoming talent and through them, I am getting this fantastic chance to collaborate with 14 young people from across the globe. As an artist, I strongly believe that it is good to collaborate as it helps broaden your horizon. Through ‘How We Do It,’ Now United and I have been able to learn from each other, share experiences and encourage each other to create better art; and we are very excited to share this with all our fans.”

    Badshah and Now United’s new song, ‘How We Do It’, presented by Pepsi and distributed by One Digital Entertainment will premiere on Saavn and Radio One on 29 November, followed by a video premier on MTV Beats and VH1.

  • Pepsico gets Delhi HC order to delete fake social media posts on Kurkure

    Pepsico gets Delhi HC order to delete fake social media posts on Kurkure

    MUMBAI: Kurkure, one of the favourite snacks of Indian kids, has gone through malign campaigns on social media questioning its food quality. Viral posts said that the snack can catch fire easily, implying it contains plastic. Now PepsiCo is fighting back legally to convince consumers that it isn’t true. Recently, the firm also spent Rs 20 million to curb the rumours, according to media reports.

    It has secured an interim order from the Delhi High Court (HC) which allows PepsiCo to ask to delete hundreds of such maligning posts on Facebook, Twitter, Instagram and YouTube. According to media reports, 20,000 Facebook posts, 3,412 Facebook links, 242 YouTube videos, 6 Instagram links, and 562 tweets about Kurkure have been ordered to be deleted. The order came following a petition moved by the company in May this year.

    “Fake news suggesting that Kurkure has plastic in it has adversely affected brand’s reputation. Due to such fake and defamatory content circulating on the social media, PepsiCo India was constrained to move the Delhi High Court…this step has been taken to protect brand equity, a matter that we take very seriously at PepsiCo,” the company said as quoted by Quartz.

    All the posts harmed brand reputation widely. PepsiCo India was forced to move the Delhi High Court and it issued an interim order on 1 June. The court will next hear the matter on 1 November.

    PepsiCo India claimed in a blog that the snack burns not because it contains plastic, but because one of its main ingredients happens to be starch. “Also the vegetable oil that is used as another primary ingredient, expedites the burning. This holds true for all regular snack items like papads, poppadoms, papdis, that contain carbohydrates, proteins and fat,” the blog said.

  • Hrithik Roshan portrays Arjun Vajpai’s journey in Mountain Dew ad

    Hrithik Roshan portrays Arjun Vajpai’s journey in Mountain Dew ad

    MUMBAI: As a brand that has always saluted the spirit of pushing ones boundaries to break out of the ordinary and achieve extraordinary success, Mountain Dew from PepsiCo is celebrating the journey of a real life hero, Arjun Vajpai through its new campaign, ‘Risk Takers of India’. 

    Mountain Dew is paying tribute to the young mountain climber through a never-seen-before route in advertising – that of a biopic! Hrithik Roshan, Mountain Dew’s brand ambassador essays the role of Arjun and captures his attempt at climbing Mt Cho Oyu – one of the most difficult summits to conquer.

    Created by JWT India, the biopic resonates strongly with Mountain Dew’s philosophy of pushing boundaries, celebrating courage and showcasing real life heroes. The film brings to fore the spirit of carrying on in the face of challenges and be willing to step out of one’s comfort zone to achieve extraordinary results. 

    Speaking about his experience portraying the mountaineer, Hrithik Roshan says, “Arjun Vajpai is a true inspiration. It is rare that you come across someone who is so passionate about something and that too at such a young age. As Mountain Dew supports this unsung hero of the nation, I am proud to be the one bringing alive his illustrious journey on screen. I salute his courage and wish him luck as he gets set to conquer Mt Kangchenjunga.”

    Echoing her thoughts, PepsiCo India associate director for Mountain Dew Naseeb Puri mentions, “Mountain Dew has always been about celebrating the spirit of ordinary people who push themselves to achieve extraordinary results, making a name for themselves in the process. Arjun is an embodiment of what we as Mountain Dew stand for & it is our privilege to be able to bring his inspiring story to millions of consumers across the country.” 

    JWT India chief creative officer Senthil Kumar adds, “Mountain Dew advertising celebrates the spirit of adventure and encourages ordinary people to make a name for themselves.  This year we are bringing a brand new format in the form of a biopic TVC with the story of Arjun Vajpai. This also reflects popular culture of the recent biopics in Indian cinema. Hrithik Roshan essays the inspiring role of Arjun & the film captures the epic terrain, vulnerability & the determination of the hero as he conquers the mountain within.”

  • Radio Mirchi and Red FM team up to promote nutrition

    Radio Mirchi and Red FM team up to promote nutrition

    MUMBAI: PepsiCo India’s Quaker Oats+Milk along with Mindshare, a full-service media agency, a part of GroupM will bring together two of India’s largest radio stations as a part of their ‘Power of Two’ campaign. The campaign will see two of India’s favourite radio stations come together to put up one magnum opus show to highlight the importance of the right nutrition.

    Spanning over four hours, RJ Raunac, of Bauaa fame, and RJ Naved, famously known for Mirchi Murga, will deliver non-stop on-air magic with their diverse personalities, comic timing and love for music and nutrition.

    PepsiCo India vice president of nutrition category Deepika Warrier says, “Through this association with Radio Mirchi and RED FM, we want to send out an equally relevant message on the importance of right nutrition. We are certain that this show will lead all the listeners out there towards a healthier tomorrow.”

    Mindshare South Asia CEO Prasanth Kumar adds, “Bringing together Radio Mirchi and RED FM is definitely a never heard before phenomenon. We hope to reach as many listeners as possible and aware them with the brand’s new product.”

    The show will have an interesting mix of guests which include PepsiCo’s Deepika Warrier, Ritika Samaddar, Regional Head- Dietetics – Max Healthcare and Master Blaster, Sachin Tendulkar. While Deepika will talk to the young listeners on the various career opportunities and mentorship programs, Ritika will highlight the importance nutrition in millennials. The finale will have the Master Blaster, Sachin Tendulkar, join in for a special segment. Sachin will speak about his life and about the significant role of nutrition in his 24 year long cricketing innings.

    ENIL (Radio Mirchi) MD& CEO Prashant Panday adds, “Brands built with passion and on strong pillars have the courage to experiment, be it Quaker, Radio Mirchi or Red FM. We at Mirchi are proud to associate with Quaker Oats+Milk and Red FM to create a historical moment on radio. Our listeners will be delighted to hear RJ Naved and RJ Raunac come together for the first time.”

    93.5 RED FM chief operating officer Nisha Narayanan mentions, “Radio as a medium allows for such innovations and with support of brands like Quaker which believe in innovation and disruption, it only allows two strong radio brands like RED FM & Radio Mirchi to come together and co-create something different. I am sure the show will be a delight for both the listeners and the brand team. We look forward to creating innovative and engaging content and client solutions in times to come.”