â€˜Piyo Josh Mein, Jiyo Hosh Meinâ€™- is the tag line of the new PepsiCo India’s beverage brand, â€˜Pepsi Atomâ€™, the second mainstream cola brand after its iconic flagship product, Pepsi. Banking on India centric philosophy -â€˜Indovation’ rather than just innovation, PepsiCo will follow a 360-degree marketing plan for which it has roped in actor, Sushant Singh Rajput who took Bollywood by storm with his debut film, â€˜Kai Po Cheâ€™ as Pepsi Atomâ€™s brand ambassador.
The launch will be supported by a 360-degree marketing and activation plan. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, giving unprecedented launch visibility to the brand, both in-stadium and on television. This will be followed by a massive sampling and engagement exercise with over one million consumers across key centers. The TV campaign highlighting the â€œPiyo Josh Mein Jiyo Josh Meinâ€ positioning will be unveiled on social media first and then go on-air on May 1. PepsiCo is also investing significantly behind distribution and trade promotion to support the mega launch.
Talking about their positioning and brand ambassador, Deepika Warrier, Vice President – Beverage Marketing, PepsiCo India says,â€œFrom robust distribution to large-scale sampling; high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans. We are confident that consumers will not only like the great taste of Pepsi Atom but will also be able to relate to the brandâ€.
Pepsi Atom comes in a bold black and blue packaging including a 250 ml can at an introductory price of Rs 15 and a 500 ml PET bottle at Rs 25. Apart from this, 200 ml returnable glass bottles (RGB) are also available in select markets at Rs 10.
With the launch of its second mainstream cola brand in India, after Pepsi, PepsiCo has expanded its portfolio in the cola category. The company is of the view that the new brand is in line with the companyâ€™s commitment to the Indian consumer who now has a choice between the universal taste of Pepsi and the unique, bold experience of Pepsi Atom.
Gautham Mukkavilli, CEO, Beverages, PepsiCo India said, â€œIt is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer. India centric innovation or â€˜indovationâ€™ is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segmentâ€.
The communication strategy has confidence at its core, targeting young adults across big and small towns. PepsiCo India in an official statement said, â€œThe brandâ€™s positioning redefines masculinity and portrays the modern Indian man in a new light â€“ someone who has the strength of mind as well as body. Through its tagline, â€œPiyo Josh Mein Jiyo Hosh Meinâ€ and the soon-to-be-launched communication campaign, Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action.
Dharam Valia, VP at Ogilvy & Mather Advertising, India says that PepsiCo has taken the right decision by roping in Sushant Singh Rajput who is a fresh face in the â€˜ad worldâ€™. There is a kind of relatability towards him because he is more familiar on small screen.
Valia further said, â€œSushant has grown from a dancer to small screen dancer to an anchor to a Big Screen Star. He has evolved which he is more relatable and endearing.â€
Also talking about the target audience of the new product which are young adults, Valia said, â€œ50-55% of the Indian population is below 30 which gives a good enough reason to PepsiCo to rope in Sushant.â€
KV Sridhar, National Creative Director at Leo Burnett says, â€œLarger celebrities come with their own aura and tend to overshadow the brand that they are endorsing which is not the case with a fresh face.â€
Sridhar adds, â€œWhile building a brand, it is always better to go with a fresh face to give it a new, young and fresh look.â€
According to Deepika Warrier, â€œTraditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these daysâ€¦ a real man is one who knows when to act. Sushant suits this definition of a modern man and therefore fits the brand personality perfectly.â€
Justifying his own positioning as PepsiCoâ€™s brand ambassador, Sushant Singh Rajput said, â€œIt is my first major endorsement and is even more special as Pepsi Atom is also â€˜newâ€™ like me. 2013 is the debut year for both of us!â€