Sushant Singh Rajput - Shuddh Desi Romance - Page 7

BENGALURU: Pepsico India (Pepsico) announced what it claims is its biggest beverage innovation in India ' a new Cola brand 'Pepsi Atom'. The title sponsor for the on-going sixth season of the IPL cricket league has roped in actor Sushant Singh Rajput who made his debut as an actor with Abhishek Kapoor's film 'Kai Po Che' as Pepsi Atom's brand ambassador.

Brand Atom's positioning redefines masculinity and portrays the modern Indian man in a new light ' someone who has the strength of mind as well as body says Pepsico. Through its tagline, 'Piyo Josh Mein Jiyo Hosh Mein' 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. The communication strategy has confidence at its core, targeting young adults across big and small towns.

"Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, 'Piyo Josh Mein Jiyo Hosh Mein' is also inspired by the evolving Indian consumer. Traditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these days' 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", said Pepsico VP - Beverage Marketing Deepika Warrier.

The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, to give launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centers says the company. The TV campaign highlighting the 'Piyo Josh Mein Jiyo Josh Mein' positioning will be unveiled on social media first and then go on-air on 1 May. PepsiCo says that it is also investing significantly behind distribution and trade promotion to support the mega launch.

The new Cola brand gives the Indian consumer a choice between the universal taste of Pepsi and the new Atom.