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Pepsi ramps up its act…
Seen PepsiCo India Chief Rajeev Bakshi in his new avatar as brand ambassador in their latest TV commercial? He’s taken over the brand ambassador’s mantle to vindicate the cola drink from the recent pesticide controversy! A few Indian states have already banned the soft drink and the consumers’ confidence in the brand has eroded to some extent, so Pepsi is rolling up its sleeves and countering the allegations. Other than its new ad campaign, Pepsi India is sprucing up its act by adding new variants for its brands and is testing the water to introduce a new brand in India.

Although Pepsi denies that it is doing all this for the sake of a makeover, the market buzz is: It is! One big step will be to target the “health conscious” consumer with new variants. Rabo India Finance has estimated that juices market would be worth Rs.550 billion by 2015, so it’s a good time to go to town with Tropicana, the juice brand from the Pepsi stable. The company recently poured out two new flavours: Litchi & Peach Twirl. “Consumers are becoming increasingly conscious about their diet and we wanted to widen Tropicana’s existing portfolio of 12 flavours,” explains Geetu Verma, Executive Director – New Business of PepsiCo India.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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