Product details

PepsiCo India, the subsidiary of the hundred year old US food and beverage company PepsiCo Inc had a diverse product portfolio with famous brands like Pepsi, Lay's, Kurkure, Tropicana 100%, Gatorade, Quaker, Nimbooz and Aliva. Pepsi was the flagship brand of PepsiCo and was known for its attention-grabbing ads. The tagline of Pepsi changed from 'The choice of a new generation' to 'Yeh Hai Youngistaan Meri Jaan' in 2008. PepsiCo always tried to target its ads focusing the youth who were inspired by movies, music and cricket. Indian consumers had a great obsession for Cricket and Bollywood. Pepsi grasped the crux and came up with various campaigns which targeted the younger generation. PepsiCo in 2013 came up with its latest ad campaign, 'Oh Yes Abhi' featuring popular Bollywood stars Ranbir Kapoor and Priyanka Chopra and Indian cricket captain MS Dhoni. The campaign reflected the 'moments of impatience' of the Indian youth. It remained to be seen whether Pepsi with its new communication and brand positioning would be able to maintain the right kind of customer proposition or not.