Financial Daily from THE HINDU group of publications
Tuesday, Jan 28, 2003
Financial Daily from THE HINDU group of publications Tuesday, Jan 28, 2003 |
|
|
|
|
|
Marketing
-
Promotions & Offers Pepsi whips up the World Cup fever Our Bureau
CHENNAI, Jan. 27 WHIPPING up the World Cup fever, Pepsico launched its Pepsi Blue and a number of consumer campaigns in the Chennai market. A special for Chennai is the slogan contest, Sher Ke Mooh Mein Haath Dalo promo and the Pepsi Piyega Toh Shikari Ban Jayega contest, with the prize being tickets to the World Cup and other merchandise. As part of the campaign, Pepsi is set to introduce special World Cup Commemorative Pepsi bottles in the market, with images of popular cricketers on the bottles. The 250 ml bottles, priced at Rs 12, are available at all Pepsi outlets in Chennai. The whole campaign revolves around the idea that Blue is the colour of the Indian cricket team and is the colour to root for. Mr Prakash Iyer, Head, Pepsico's operation in the south, said that the World Cup campaign is positioned to connect with cricket lovers across the country. He said that the company is targeting a 3-4 per cent increase in market share post the World cup. Currently, Pepsi, which leads in the south, has a 48 per cent market share nationwide. Pepsi has also released a World Cup music video composed by Adnan Sami. The three-minute video, titled `O ye O', which is being premiered on the SET Max channel, features Pepsi brand ambassadors, Amitabh Bachchan, Kareena Kapoor, Abhishek Bachchan and Fardeen Khan. Amongst the cricketers, Sachin Tendulkar, Rahul Dravid, Sourav Ganguly, Harbhajan Singh, Yuvraj Singh, Mohammad Kaif, Zaheer Khan and V.V.S. Laxman feature in the video. Directed by Syed Usman of Pepsi's ad agency JWT, the song is written by Soumitra Karnik, a senior creative director of the agency and set to tune by Adnan Sami. The video, shot on location in Delhi and Mumbai, will be aired on all music channels during the entire duration of the World Cup.
Article E-Mail :: Comment :: Syndication
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | The Sportstar | Frontline | Home |
Copyright © 2003, 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
|