• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Brand Quest
• The New Manager
• Smartbuy

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth
• Events 2007

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

Chennai, May 7 Mirinda, the fizzy orange drink brand from PepsiCo, has been repositioned. Anchored to ‘taste’ till now, the new campaign takes the emotional tack by urging consumers to be spontaneous more often and not be restrained by adulthood.

Launching the new campaign here, Ms Jyotsna Gadi, Executive Vice-President – Flavours, PepsiCo India, said it would be supported by a multimedia campaign encompassing television, outdoor, print and modern trade in metros and towns across the country. Actor Asin, the brand ambassador, stars in a series of ads that build on the new positioning.

Tamil Nadu is the largest market for sparkling orange drinks in the country. They account for 32 per cent share of the carbonated drinks sold in the State, including colas and the clear lemon segment, Ms Gadi said.

More Stories on : Advertising | Beverages

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Mount Everest Mineral Water expanding retail presence

Copyright © 2008, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line