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Tag: PepsiCo

  • Salman Khan meets his past self in Pepsi’s latest TVC

    Salman Khan meets his past self in Pepsi’s latest TVC

    Mumbai:  In a bid to double the swag quotient, beverage brand Pepsi has unveiled its latest campaign featuring brand ambassador Salman Khan in a dual role. Bringing back the nostalgia of the 90’s, the TVC showcases the star coming face-to-face with ‘Prem,’ one of his popular characters from the decade. The TVC will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.

    The ad film opens out on a bungalow that seems to belong to a 90’s Bollywood film set. The narrative hinges on modern-day Salman bumping into his younger version, Prem and the fun banter that ensues between the two Salmans. Thrilled to see his hunky future avatar, Prem engages Salman in a series of questions to know more about his future self. 

     

     

    The brand makes use of hi-tech Deepfake technology to recreate and bring to life the Bollywood character. Sharing his views on the campaign, the director of the ad film Ayappa KM said, “For the first time in Indian advertising, Pepsi has used hi-tech DeepFake technology to resurrect Salman from the 90’s. While it’s a throwback to the past, the tech is a peek into the possibilities of the future.”

    “My fans have showered love to all my characters over my career, however Prem has held a special place in their hearts as well as mine,” said Salman Khan. “It brings me great joy to bring back Prem as a blast from the past with Pepsi for my fans for this new campaign.”

    “As a culture-curator, Pepsi has constantly endeavored to bring entertaining campaigns for its consumers through innovative storytelling,” said PepsiCo India category lead- cola Saumya Rathor, on the launch. “With Bollywood being a key consumer passion point in India, this new campaign takes the Swag narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”

    “We felt an instant rush when the brief landed on the table – to create a big summer campaign for one of the most legendary brands on the planet, featuring the biggest superstar in the country. Cliched as it may sound, we wanted to break category codes and push all the P’s of marketing to its absolute limit.  It was a delight working with those who backed us to the hilt with this idea,” the film’s writer Devaiah Bopanna commented.

  • Mountain Dew ropes in Mahesh Babu as brand ambassador

    Mountain Dew ropes in Mahesh Babu as brand ambassador

    Mumbai: Beverage brand Mountain Dew has always maintained that the difference between ‘ordinary’ and ‘extraordinary’ is the decision to move beyond fears and self-doubt. Continuing its efforts to inspire the youth of India to overcome their fears through gripping films, the brand has unveiled its new ‘Darr Ke Aage Jeet Hai’ campaign featuring its new brand ambassador Mahesh Babu.

    Shot on the top of the world’s tallest building – Emaar’s Burj Khalifa in Dubai, the new film is a thrilling showcase that is set to leave audiences at the edge of their seats, said the brand. The TVC featuring the South superstar will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign, it added.

    The TVC opens to a birds-eye view shot from the top of the Burj Khalifa where Mahesh gears up to represent India by performing a daredevil stunt and making a new world record. The film showcases the dilemma & the determination of Mahesh Babu as he evaluates the choice in front of him. Mahesh takes a sip of Mountain Dew, a resolute look crosses his face as he plunges off from the top of Burj Khalifa on his bike defying all odds.

    “With this new campaign, the brand reiterates that real heroes are those who face challenges head-on and emerge as winners. Mahesh embodies the courage and determination that a true hero is made of, and I am confident that this action-packed film on the top of Burj Khalifa will strike a chord with our consumers,” said PepsiCo India category director – Mountain Dew and Sting Vineet Sharma.

    Speaking about his experience of shooting the TVC, Mahesh Babu said, “I have learned that while everyone faces fear in some form or the other, facing it head-on is the best way to tackle it and salute everyone who is growing through this challenge and trying to overcome it. I strongly believe in Mountain Dew’s philosophy of ‘Darr Ke Aage Jeet Hai’ and I am thrilled to be bringing this philosophy alive on screen.”

  • Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    MUMBAI: PepsiCo-owned international brand Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to inspire consumers to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.

    Through the #FuelForTheRealFit campaign conceptualised by Wunderman Thompson, the brand seeks to establish itself as the ‘fuel’ that gives people the energy to keep going.

    The TVC film directed by Bauddhayan ‘Buddy’ Mukherji and produced by Avishek Ghosh, brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep up in every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.

    The proposition is further brought to life as the brand unveils a refreshed packaging design. Quaker has brought in more health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new Oats recipes every day.

    PepsiCo India associate director and category head – Quaker Portfolio Sonam B Vij said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the Real Fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. This campaign will help us to deliver this iconic message but in a fresh and modern way. We hope to continue empowering our audience with the goodness of Oats and providing #FuelForTheRealFit.”    

    Wunderman Thompson senior vice president Ritu Nakra said, “In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage.”

    Talking about the film, Little Lamb Films director Bauddhayan Mukherji said, “You have heard “Life is a race” a thousand times but the ‘how’ is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one’s daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc. on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”

    The new Quaker Oats packs will be available on leading retail and e-commerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.

  • Apis India brings in Sharad Vatss as marketing & sales head

    Apis India brings in Sharad Vatss as marketing & sales head

    Mumbai: Apis India Ltd has brought Sharad Vatss on board as national head of sales and marketing. 

    The company has announced this key organisational change to generate more synergies in the business as it plans to expand further, said the statement. “In this role, Vatss will be responsible for driving connected marketing and sales at the company,” it added.

    An MBA in marketing, Vatss has over 22 years of experience in sales, strategy designing and marketing. His expertise lies in driving breakthrough growth for a business. In the past, he held senior leadership roles with brands of PepsiCo. His last assignment was of vice president of sales, where he was responsible for driving sales and distribution for India operations of brands like Tropicana juices, Gatorade Sports drink, Lipton Ice Tea and others with the capacity of national sales head.

    “Apis India has created a name for itself in the FMCG industry through its amazing value proposition, a strong leadership team and extremely talented employees,” said Sharad Vatss. “I am thrilled to join the Apis team in a role that combines my background and experience solving complex problems related to sales and marketing and expanding client relationships. ”

  • PepsiCo names Ram Krishnan as CEO, international beverages

    PepsiCo names Ram Krishnan as CEO, international beverages

    Mumbai: Global snacks and beverage company PepsiCo has promoted Ram Krishnan, currently serving as chief commercial officer, to the newly created role of CEO, international beverages and chief commercial officer.

    The company also appointed Jane Wakely as executive vice president (EVP), chief consumer and marketing officer and chief growth officer (CGO), international foods.

    Both executives will report to PepsiCo chairman and CEO Ramon Laguarta.

    Krishnan, a 15-year PepsiCo veteran, will focus on driving accelerated growth for the international beverages business, including the company’s international franchise bottlers, with an end-to-end focus on brand-building, innovation, supply chain, digitalisation, talent, and sustainability. He will also be charged with leading faster growth for the SodaStream and Beyond the Bottle businesses, as well as the Pepsi Lipton partnership, the company’s joint venture with Unilever.

    This move, effective January 1, 2022, will bring PepsiCo’s critical beverage expertise and commercial capabilities into one group, with an eye toward optimising the end-to-end operating model, capital allocations and building new capabilities. Krishnan will continue to oversee the company’s e-commerce business and global commercial capabilities, said the statement.

    “Ram has been an incredibly effective leader for our commercial agenda,” said Laguarta. “With this newly created role, he will bring focus and a proven formula for success to drive faster growth for our International Beverages business.”

    Wakely brings to the company an intense focus on consumers, insights and building best-in-class brand and category growth strategies.

    In this new role, she will focus on driving accelerated growth by elevating PepsiCo’s consumer-centricity, innovation, brand, and marketing capabilities. As CGO – international foods, Wakely will be responsible for accelerating the Positive Choices pillar of pep+ (PepsiCo Positive), which includes evolving the company’s portfolio into new spaces that are better for the planet and people by developing products with more diverse ingredients, such as plant-based proteins, nuts and seeds, and whole grains.

    “Jane is a creative and commercially-oriented marketer who is passionate about purpose and innovation as critical growth levers,” said Ramon Laguarta. “She has a proven track record of success, and I am confident that with her leadership, we will take our consumer-centricity, innovation, brand, and marketing strategies and capabilities, and International Foods growth to a new level.”

    Wakely joins PepsiCo with 28 years of marketing experience at Procter & Gamble and at Mars, where since 2019 she served as lead CMO and CMO of Pet Nutrition, one of the largest divisions of Mars’ $40 billion portfolio. She was previously global CMO of its chocolate division. She has operated globally and in highly complex product categories, brands, and businesses across a variety of growth, turnaround, and transformation challenges.

    “PepsiCo is a marketing powerhouse known for its commitment to innovation and world-class, consumer-focused brands,” said Wakely. “I look forward to working with my future colleagues to delight consumers with new propositions and purpose-driven brands that bring pep+ to life.”

  • PepsiCo’s snacks unit reports double-digit Q2 growth in India

    PepsiCo’s snacks unit reports double-digit Q2 growth in India

    New Delhi: Despite the severe impact of the second wave, global food and beverage major PepsiCo has reported double-digit growth in India in the second quarter for March-April-May.

    PepsiCo’s net revenue from the Africa, Middle East, South Asia (AMESA) division under which India falls, was at $1.6 billion in the quarter, up 62.97 per cent as against $0.98 billion in the corresponding period in 2020. Overall, the company’s global net revenue growth was up 20.52 per cent to $19.21 billion.

    In the AMESA division, PepsiCo’s snacks unit volume reported “double-digit growth in India and Pakistan and mid-single-digit growth in the Middle East, partially offset by a high-single-digit decline in South Africa,” said PepsiCo in an earning statement for Q2. “Beverage unit volume grew 38 per cent, primarily reflecting a four percentage-point impact of our Pioneer Foods acquisition and double-digit growth in India.”

    Additionally, the Middle East and Pakistan each experienced double-digit growth and Nigeria experienced mid-single-digit growth, it added. “The recovery from the pandemic contributed to a current-year increase in consumer demand, which had a positive impact on net revenue, unit volume and operating profit performance,” the US based company said, PTI reported.

     “As mobility trends improved, our international beverage business accelerated and delivered 22 per cent organic revenue growth, while our international snack business delivered 11 per cent organic revenue growth,” said PepsiCo.

    Over the outlook, the company is expecting its international markets to perform well despite an uneven recovery across geographies as vaccination efforts and mobility trends vary.

  • PepsiCo takes Parle Agro to court over ‘For the Bold’ tagline

    Mumbai: PepsiCo India has filed a trademark violation case against Mumbai-based beverages major Parle Agro over the use of the tagline- ‘For The Bold’ by the latter for the beverage B Fizz launched last year.

    The US beverage and packaged food company moved the Delhi high court earlier this month claiming a trademark infringement with the multinational, arguing in its petition that ‘For The Bold’ was a registered trademark of its Doritos chips brand globally, which Parle Agro used for its ‘B-Fizz’ beverage.

    PepsiCo pleaded with the court to restrain the Mumbai-based beverages company from “infringement, passing-off, dilution, and unfair trade competition”. The court directed Parle Agro to file a written response in a month while fixing the next date of hearing on 16 July.

    PepsiCo India has also sought Rs two crore in damages and a permanent injunction against the Frooti & Appy Fizz brands from using the cited tagline, alleging it would result in a “violation of the statutory and exclusive proprietary rights of the PepsiCo”. It has also sought an order for delivery of “destruction of all products including bottles, cans, packing material, stationery, carry bags, price stickers, visiting cards, billboards, brochures, promotional material, point of sale material, letterheads, cash memos, signboards, signposts, leaflets, cartons or any other items of whatsoever description and nature, bearing the expression/ tagline ‘For The Bold’”.

    The maker of Frooti & Appy Fizz had launched the malt-based B-Fizz carbonated soft drink last October, in a fresh attempt to grab a larger market share in the fizzy beverages category. The fizzy drink is being promoted by Priyanka Chopra Jonas and Jr NTR in South Indian markets. Cans and bottles of the beverage come with taglines “Be the Fizz! For the Bold!” and “Positioned as a drink for the Bold, B-Fizz presents a unique, bold, and invigorating taste profile,” the company had stated at the time.

    On the other hand, the New York-based giant has used “For The Bold’ as a tagline for its tortilla chips brand Doritos since 2013. According to PepsiCo, Doritos is a $1-billion-plus flagship brand that is one of the fastest-growing snack brands in the snacks and beverage major’s portfolio. In 2017, the company announced that it is producing Doritos in India at its snacks manufacturing facility in Kolkata.

    Meanwhile, both the parties involved declined to comment on the matter saying the case was sub judice.

  • Brands engage with consumers with WFH creatives

    Brands engage with consumers with WFH creatives

    MUMBAI: The world around us has undergone a paradigm shift in the last year. The little joys that we took for granted – be it eating out at our favorite restaurant with family or catching a movie in the theatre over the weekend, or simply hanging out with friends after work – all activities have become wishful nostalgia. Keeping in mind these inescapable realities of the new normal, brands have come up with creatives to cheer flagging spirits with a dash of humor and empathy. But, at the same time, encouraging people to stay at home and stay safe. Here are a few ideations that we felt measured up to the task at hand.

    Pepsico’s Wafer Brand Lays released a new commercial with a short, crispy humorous take on WFH, while pushing itself as the best snack for a quick five-minute break from work. 

    Fevicol : The Pidilite Industries-owned adhesives brand shared a picture of a crowded market with people, both with and without masks swarming the street on Instagram. Fevicol took a tongue-in-cheek swipe on the picture using its own campaign of ‘FEVICOL KA JOD, MAJBOOT JOD’ with the words: “This Is Not A Fevicol Ad, Now Is Not A Good Time To Stick Together” adding “Kyunki chehre par mask aur do gaz ki doori, abhi bhi hai bohot zaroori.” (Because a mask on the face and six feet distancing is still very important)

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Fevicol (@fevicolkajod)

    Dominos : The Pizza brand came up with the perfect #StayAtHome menu to make WFH a breeze and beat the blues!

    Swiggy : For all those of us who still find it difficult to accept that it has been a whole year and more of staying indoors with WFH and social distancing, this Swiggy India creative rubs it in. It covers all those ‘Masterchef’s who mastered cooking during the extended lockdown- from a shapeless, burnt roti in March 2020 right through to a perfect gol one in 2021!

    ‘Still can’t accept the fact that it’s already March 2021’

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Swiggy (@swiggyindia)

    Durex India : The Condom brand came up with a cheeky play on words, reminding people that while indoors their product offers protection, outside it is the humble mask. It shared a post saying ‘Wear two masks for better protection outdoors and one as usual for indoors.’ It further added: “According to the CDC report, wearing a cloth mask over a medical mask can provide “substantially improved source control” as well as reduce exposure of the wearer.”

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Durex India (@durex.india)

    grofers : The online grocery delivery service made a point of emphasizing staying indoors, with an attention-grabbing caption of ‘Places to Explore’. The post creatively showcases how within the four walls of our home, one can have a fulfilling day. Let’s continue to be the second line of our frontline by staying at home.

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Grofers (@grofers)

    Nykaa Man : The e-commerce platform for men’s grooming came up with a detailed list of To-Dos and helpful suggestions of ‘Lockdown therapeutic exercises’ to help chase WFH blues away:

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Nykaa Man (@nykaaman)

    OYO : Online Hotel booking site took a brilliant dig on people who wear a mask, albeit on the chin or hanging from an ear- anywhere but on their face! “No mask. No check-in. Take a pledge to abolish the chin diaper, the neck warmer, the nose flasher. #WearAMask, properly.”

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by OYO (@oyorooms)

    McDonald’s Happy Meal : The junk food brand highlighted the brand’s Happy Meal with caution. “Right now, a Happy Meal is the one you have at home!” Let our Happy Meal make you happy at home! Stay safe and order in.

    Starbucks India : The Coffee brand creative talks about how Life has changed- with WFH, Zoom meets, video calls, and discovering new ways to stay connected with our loved ones. Because some things don’t change whether you work from the office or work from home.

    “Because even though we’re apart, Coffee has always brought us together.”

    Zomato : The Food delivery service harked back to the good old days when the world looked a bit different from today with a wonderful video reminding everyone that the only way to get back to that time was- by staying home and getting vaccinated ASAP. ‘Let’s bring back the good ol’ days!’

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by zomato (@zomato)

    Till that happens and till the world returns to some modicum of normalcy, all we can do is grin and bear it- behind our masks, of course! Meantime, brands can keep churning out more such imaginative communication to remain connected with their audience

  • HUL’s Deepika Bhan to lead Tata Consumer Products’ packaged foods biz

    HUL’s Deepika Bhan to lead Tata Consumer Products’ packaged foods biz

    NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021.

    Bhan joins TCP from Hindustan Unilever, where she was global brand director – haircare for south Asia. She has had varied stints in sales, customer marketing, media, brand and category/ P&L roles in her career during which she has led large teams across brands and portfolios. She has also worked with PepsiCo and Tata Motors.

    “We are delighted to welcome Deepika on board to lead our foods portfolio. We aspire to build this business through agility, innovation and strengthening our brands, and Deepika will lead us in this exciting growth phase,” said Tata Consumer Products MD & CEO Sunil D’Souza.

    TCP's foods portfolio includes brands such as Tata Salt, Tata Sampann and Soulfull. In India, the company has a reach of over 200 million households, along with an annual turnover of Rs 10,000 crore with operations in domestic and international markets.

    “I’m looking forward to being part of this journey as we build the foods business on the base of the strong leadership position and iconic brands that the company has created. I’m particularly happy to be a part of the Tata Group- an organisation which is purpose-led and built on strong values,” Bhan stated.

    The announcement comes days after the consumer goods major appointed Puneet Das as president of its packaged beverages business in India and south Asia.

  • Puneet Das elevated to Tata packaged beverages president India & south Asia

    Puneet Das elevated to Tata packaged beverages president India & south Asia

    NEW DELHI: Tata Consumer Products (TCP) has elevated Puneet Das as president – packaged beverages, India and south Asia. Das, who has been associated with Tata Consumer Products since 2017, was earlier senior vice president- marketing for the India beverages business.

    Das takes over from Sushant Dash, who was recently named chief executive officer for coffee chain Starbucks in India. 

    Before joining Tata Consumer Products, Das held senior marketing roles in companies such as Marico, PepsiCo, GSK Consumer. He comes with about 20 years of experience in the FMCG sector, having worked in India, Africa and other international markets.

    In a recent statement, TCP stated that Das has played a crucial role in formulating marketing strategies for Tata Tea and Tata Coffee Grands. 

    "We are happy to elevate Puneet Das as president for packaged beverages. This is in line with our aspiration to recognise and groom internal talent. We have an exciting time ahead for our packaged beverages business with focus on scaling up our distribution and reach, building on product innovation while strengthening the core portfolio. Puneet’s appointment comes at a time when the organisation is going through its transformation journey and we are confident that his experience and leadership will help us accelerate the business and achieve new heights," said Tata Consumer Products managing director & CEO Sunil D'Souza.