Kurkure has launched its new film showcasing the newly launched Kurkure Multigrain variant with ragi. Speaking about the TVC launch, Gaurav Verma, Director Marketing – Indian Snacks, PepsiCo India, said: “Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. With the recent launch of Kurkure Multigrain and through its TVC, we are communicating the power of native grain Ragi and how Kurkure is making Multigrain tastier. The initial response to Kurkure Multigrain has been very positive and we are confident that it will be a winning proposition for the consumersâ€
Added Varun Channa, Managing Partner, JWT: “Kurkure has always been innovating with traditional Indian snacks and helping bring together families. In today’s changing socio-economic structure of nuclear families, Kurkure offers yet another innovative snack and also shares the new way for creating an extended family in your new neighbourhood.â€
Pepsi is reaching out to consumers with its message of ‘Kyun Sookhe Sookhe Hi’ by giving a twist to typical YouTube advertising with Google’s advertising tool Director Mix. This tool creates custom video ads from one core creative, turning consumer’s attention into action.
Speaking about the Director Mix and success of the campaign, Raj Rishi Singh, Director Marketing, Pepsi, PepsiCo India said: “Pepsi has always created campaigns and experiences which resonate strongly with consumers. In fact, we are constantly experimenting with different marketing tools and techniques and Director Mix, with its customized creatives, has helped us strike a chord with our consumers better. We have been able to reach our audiences with content which is most relevant for them. By leveraging Director Mix, Pepsi has been able to cut through the clutter in the digital space.â€
Elaborating on Director Mix, Vikas Agnihotri, Industry Director, Google India said: “People are drawn to the contextual creatives as they’re highly engaging and they drive higher awareness for the brands. It’s great to see Pepsi take the approach of personalizing their campaign at scale on YouTube with our latest tool called Director Mix. Using the tool, Pepsi has turned its video campaign, into many highly relevant and shareable video’s that genuinely connects with their consumers at scale without having to worry about producing multiple video campaigns.â€
Beverage brand 7Up is attempting to taking consumers on a trip down memory lane with its new campaign, ‘7Up Back to cool’. The beverage brand presents consumers with a blast from the past, with the launch of six vintage designs. ATVC, conceptualised by creative agency BBDO, shows the evolution of the different designs.
Speaking on the campaign, Gaurav Verma, Associate Director, Flavors Marketing, PepsiCo India said: “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up Vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up Vintage bottles are the perfect representation of our Shelf to Media strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.â€
Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “These are collector’s items. Fido is the original daddy of cool! And all the other cool 7 Up stuff! It’s so awesome that you want to own every one of these global vintage packs. And you want others to enjoy them to. How do you do that? With the 7UP Back to Cool promo offer! Now everyone has a chance to go back in time with a bottle of 7 Up! Nostalgia is cool!â€
Popular snack brand Kurkure has unveiled a healthier variant. And along with it an all-new packaging, led by Pune-based Elephant Design.
As some of the innovations in shapes and flavours happened organically, the Pepsico India-owned brand relooked at the need for a cohesive brand architecture and visual language.
There were three significant tasks for this redesigning exercise:
Enhance brand leadership, relevance and distinctiveness.
Build an architecture that is able to create strong differentiation for categories
And most importantly, help consumers navigate the shelf and pick the right snack of their choice
The concept was built around getting the ingredients in focus to enhance taste appeal with a larger than life shape of the product providing backdrop for play between products and ingredients. Every variant is called out in custom designed typography that also makes it ownable. Back of packs have been brought to life with custom-drawn illustrations of turning mundane encounters into fun moments by sharing the tasty crunchy snack.
While harmonising the entire portfolio in terms of messaging, tone of voice and visual language the Elephant team helped create  clear distinction within categories of collets, puffcorns, trangles and Indian savoury snacks.
Strangely, a PepsiCo India communique credits only global design group, head Mauro Porcini and Elephant is billed as an “external agencyâ€.
PepsiCo India’s sports drink brand, Gatorade, has released a new TVC film featuring ace shuttler and Olympian PV Sindhu highlighting its commitment to keep top athletes across the world rehydrated and refueled for better performance. Alongside, PV Sindhu, the film also features international football superstar Lionel Messi and basketball player Karl Anthony Towns.
In line with Gatorade’s campaign to ‘Sweat More’, P.V. Sindhu, who was taken on board as the brand ambassador last year, has successfully completed her sweat test at the Baltimore facility of Gatorade Sports Science Institute.
Last year, Mirinda had a campaign based on the exam pressure kids face because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.
The film, conceptualised by creative agency BBDO and created by acclaimed director Shoojit Sircar, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.
Speaking about the film, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Mirinda’s ‘Release The Pressure’ campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance.â€
Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, we’ve built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager’s life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behavior of constant comparison – that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.â€
Beverage brand 7Up has joined hands with music director A R Rahman, to launch ‘7Up Tamizh Naattin Kural’– a statewide voice hunt.
Speaking on the campaign, Vipul Prakash, Senior Vice President – Beverage Category, PepsiCo India said:“7Up is a well-loved brand in Tamil Nadu, and has led several refreshing campaigns to bring together the youth through platforms like cricket, dance and drama. Now, ‘7Up Thamizh Naattin Kural’ is our way of saluting the state’s rich and vibrant talent, and we are honoured to partner with musical genius, A.R Rahman for this initiative. Music is a remarkable unifier, and through this campaign, we look forward to bringing together talented young voices with a chance to sing with the legendary music maestro.â€
The 7Up mobile recording studios will be visiting colleges and popular locations across Chennai, Coimbatore, Cuddalore, Erode, Madurai, Vellore, Kanchipuram, Nagarcoil, Salem, Tiruvannamalai, Tiruchirappalli, Tripur, Tirunelveli, Thoothukkudi and Karaikudi.
PepsiCo India’s Quaker Oats+Milk along with Mindshare will bring together Radio Mirchi and Red FM,  two of India’sleading radio stations, as a part of the ‘Power of Two’ campaign. Earlier this year, Quaker Oats+Milk introduced a unique combination of the goodness of oats and the power of milk in the Indian markets.
‘Power of Two’ will see the two radio stations come together to put up a “magnum opus show†to highlight the importance of right nutrition. Spanning over four hours, RJ Raunac, of Bauaa fame, and RJ Naved, famously known for Mirchi Murga, will entertain listeners with their diverse personalities, comic timing and love for music and nutrition.
Speaking on the association Deepika Warrier, Vice President, Nutrition Category – PepsiCo India, said: “We are glad we have been able to bring two greats from radio together to showcase the Power of Two. Through this association with Radio Mirchi and Red FM, we want to send out an equally relevant message on the importance of right nutrition. We are certain that this show will lead all the listeners out there towards a healthier tomorrow.â€
Commenting on this campaign, Prasanth Kumar, CEO, Mindshare South Asia said. “We are glad to be a part of this innovative campaign which brings together two of the biggest radio channels to showcase Quaker Oats+Milk’s ‘Power Of Two’. We at Mindshare believe in delivering our brands with creativity, innovativeness, unconventional and inventive strategies. Bringing together Radio Mirchi and Red FM is definitely a never heard before phenomenon. We hope to reach as many as possible listeners and aware them with the brand’s new product.â€
Adding to this, Prashant Panday, MD & CEO, ENIL (Radio Mirchi) said: “Mirchi as a brand has always managed to enthrall its listeners and clients with pathbreaking ideas like this one. The “Power of 2” campaign is yet another example of how we’ve managed to push the bar higher with clutter breaking content. Brands built with passion and on strong pillars have the courage to experiment, be it Quaker, Radio Mirchi or Red FM. We at Mirchi are proud to associate with Quaker Oats+Milk and Red FM to create a historical moment on radio. Our listeners will be delighted to hear RJ Naved and RJ Raunac come together for the first time. We love bringing disruptive ideas to life and will continue to do so to delight both our listeners and clients.â€
Added Nisha Narayan, Red FM’s COO: “Red FM has always believed in innovative content and this is yet another innovative solution, this time for ‘Quaker Oats+ Milk’. Radio as a medium allows for such innovations and with support of brand like Quaker which believe in innovation and disruption, it only allows two strong radio brands like Red FM and Radio Mirchi to come together and co-create something which has never been done before in the history of Indian Radio – RJ Raunac and RJ Naved to do a show together. I am sure the show will be a delight for both the listeners and the brand team. We look forward to creating innovative and engaging content and client solutions in times to come.â€
At Abanti Sankaranarayanan, Chief Strategy & Corporate Affairs Officer at Diageo India and former Vice Chairman, Confederation of Indian Alcoholic Beverage Companies (CIABC) has been elected as Chairman of the Advertising Standards Council of India (ASCI).
D. Shivakumar, Chairman & CEO PepsiCo India was elected as Vice-Chairman and Shashi Sinha, CEO, IPG Mediabrands was re-appointed as the Honorary Treasurer.
Other members of the Board of Governors are Al Rajwani (Managing Director & Chief Executive, Procter & Gamble Hygiene and Health Care Ltd.), Benoy Roychowdhury (Executive Director, HT Media Ltd.), Gurmit Singh (Vice President India Business, Oath), N.S. Rajan (Global Partner & Managing Director, Ketchum Sampark Pvt. Ltd.), Narendra Ambwani (Director, Agro Tech Foods Ltd.), Prashant Singh (Managing Director, Nielsen India Region), Raj Jain (Chief Executive Officer, Bennett, Coleman & Co. Ltd.), Rohit Gupta (President – Network Sales & International Business, Sony Pictures Networks India Pvt. Ltd.), Sandeep Kohli (Executive Director & Vice President, Personal Care, Hindustan Unilever Ltd.), S.K. Palekar (Adjunct Professor & Advisor – Executive Education, Institute of Management Technology), Srinivasan K. Swamy (Chairman & Managing Director, R K SWAMY BBDO P. Ltd.), Subhash Kamath (Managing Partner, BBH Comms India Pvt. Ltd.) and Sunil Lulla (Chairman & Managing Director, GREY Group India).
Said Swamy, who is the outgoing Chairman of ASCI: “2016-17 has been an interesting year for ASCI as it marked some impressive advancements. In a noteworthy achievement, ASCI received positive re-enforcement for the role it plays as a self-regulatory body in a landmark Supreme Court Judgement. Renewal of the Memorandum of Understanding (MoU) with The Department of Consumer Affairs (DoCA) which is currently on its third year, and the signing of two new MOUs with the Food Safety and Standards Authority of India (FSSAI) and the Ministry of AYUSH, has collectively proven credibility ASCI enjoys with the Government. Other noteworthy aspects include ASCI being included as an Expert Committee member to look into matters pertaining to advertising of High Fat Sugar and Salt (HFSS) foods and Sugar Sweetened beverages (SSBs), and as a key stakeholder in the committee constituted by the National Highways Authority of India (NHAI). ASCI is now a part of the Executive Committee of International Council on Ad Self-Regulation (ICAS). Interestingly ASCI was a Gold winner at Global EASAs Best Practice Awards for its mobile app, a service that was introduced in 2016. Another significant step was introduction of an Independent Review Process by a retired Supreme Court/High Court Judge, when CCC decisions are sought to be reviewed by affected advertisers. Guidelines were issued relating to Celebrity endorsements of products/services given the importance consumers attach to such association.  Im delighted to have been an enabler for this years journey for ASCI and Im sure the Council will take proactive steps in the cause of self-regulation in advertising.â€
Added Sankaranarayanan: “ASCI has seen a remarkable year on year progress through formalised collaborations with various regulators, notable recognitions from eminent external organisations, further facilitation of robust codes and guidelines and swifter processes to promote the cause of self-regulation in advertising. I feel privileged to be elected as Chairman of ASCI and Im elated to take over as the torch bearer for several more successful initiatives and significantly contribute to effective self-regulation in advertising. Its heartening to see ASCIs relentless efforts being recognised by the judicial body, prominent regulators and government bodies and we shall take all efforts to continue to keep it so. Core to ASCIs mission to ensure protection of the interests of consumers, through supporting Honesty, Decency, Responsibility and Fairness in Advertising, ASCI shall carry on to keep true with its consumer focused tagline, So you can trust advertising.â€
Pepsico India Chairman and CEO D ShivaKumar is one of the best thinkers among the current generation of corporate captains. His presentations are a must-watch and as someone studies business practices and organisational and leadership behaviour, beyond being a great business leader himself, ShivaKumar shared his perspectives on how organisations and industries can reinvent themselves in a rapidly-changing environment.
We reproduce here the presentation that the Pepsico India boss made and although it’s not the same to be viewing it live with all the explanations and the commentary, the slides are fairy self-explanatory.
The session revolved around ShivaKumar’s premise that the organisations of the future will be built around the five Ts of Trust, Talent, Technology, Teams and Time
Quaker’s new ‘Fuel for the Real Fit’ campaign celebrates young Indians doing regular jobs like a teacher or a doctor, who effortlessly multi-task each day, and establishes Quaker as the fuel that empowers them to find the energy to keep doing more.
Speaking about the new campaign, Deepika Warrier, ‎Vice President – Nutrition Category, PepsiCo India said, “The new Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.â€
Added Neeraj Ghaywan of SeeOn Films: “For the Quaker Fuel for the Real Fit films, we chose to tell the stories of an ER doctor and a play-school teacher, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.â€
Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said: “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the real fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. ‘Real fit’ is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films – part of a series – we salute the spirit of teachers and doctors who go through intense physical strain and mental stress – more than most sportspeople – so that they can do more for society.  The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.â€
PepsiCo India has released a new ad film to promote Quaker Oats+Milk, a unique grain-dairy beverage that blends the goodness of milk with the advantages of fibre and oats. The new film, featuring the brand ambassador and co-creator of Quaker Oats+Milk, Sachin Tendulkar, showcases the relevance of this on-the-go nutritious solution for young Indians leading a rushed lifestyle, and yet striving to win everyday.
Speaking about the new TVC, Deepika Warrier, Vice President – Nutrition, PepsiCo India, sid: “Co-creating Quaker Oats+Milk with an icon like Sachin Tendulkar has been a great experience. His inputs helped us understand the everyday nutrition needs of young, time-pressed Indians, who are striving to realise their dreams. Together, we were able to create a winning product that provides a nutritious start to the day so that these young people can make each day count. This is what the film also aims to convey, with Sachin playing the role of a mentor impressing upon the importance of having a good start to the day, and how one needs to go the extra mile each day to achieve success.â€
Added Varun Channa, Managing Partner, JWT: “Sachin has been an icon for the youth both for his sustained high performance on the field over the years, and for the rigor he puts in to prepare for it. Casting him as a mentor is a first and we do believe it will help communicate with the first jobbers the benefits of Quakers Oats + Milk and why taking small steps for their health everyday is essential to achieve their dreams. Working with Sachin was a pleasure and Piplu ensured we captured the other side of Sachin in a refreshing and memorable manner.â€
The film has been released on TV in Tamil Nadu and Kerala and across all leading digital platforms. The campaign will also include an impactful pan-India sampling and in-store visibility plan.
Pepsi is reaching out to consumers with its message of ‘Kyun Sookhe Sookhe Hi’ by giving a twist to typical YouTube advertising with Google’s advertising tool Director Mix. This tool creates custom video ads from one core creative, turning consumer’s attention into action.
