MxMIndia

Tag: Vipul Prakash

  • Kicks off with a powerful film featuring children talking about the daily instances of academic pressure they face due to comparison by parents

    Mirinda unveils second edition of ‘Release The Pressure’ campaign

    By A Correspondent

     

    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.”

     

    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.”

     

     

  • Seven voices from Tamil Nadu to perform ‘Live’on stage with AR Rahman

    New talent show ‘7Up Tamizh Naattin Kural’ announced

    By A Correspondent

     

    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.”

     

    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.

     

     

  • Celebrates spontaneity by driving relevance with today's generation

    Pepsi unveils campaign celebrating global moments

    By A Correspondent

     

    The best moments are those when you decide to let go, choose to act, follow your passion – nothing holds you back. It’s summer, and this is the theme of the new Pepsi ad.

     

    Speaking on this campaign, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Through the Moments campaign, we have once again taken a progressive approach to truly reflect today’s generation with a relatable packaging innovation. ‘SochaNahiJi Gaya, Pepsi Thi, Pi Gaya’ is our campaign philosophy and we see our purpose in being able to seed spontaneity in the life of our new age consumer. At PepsiCo, we have always celebrated packaging, which is our strongest asset, and a key driver for our Shelf to Media approach. We are confident that our Moments campaign will truly make Pepsi stand out on the retail shelves.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson India:”Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer Pepsi is celebrating the spontaneity that defines today’s generation, with a set of three summer special commercials that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi. The insight remains the same as our ‘Pepsi Thi Pi Gaya’ campaign; there are some things in life that you can’t say no to, a chilled bottle or a chilled can of Pepsi.”

     

  • Mountain Dew will be taking a route never taken in advertising-a biopic to take the story to people across India

    Mountain Dew salutes Risk Takers of India through latest initiative

     

     

    Mountain Dew is set to bring its philosophy of ‘NaamBanteHain Risk Se’ to life through an initiative that salutes the real Risk Takers of India. The new TVC salutes the real life heroes and Risk Takers of India for rising above the ordinary and seeks to inspire the youth of today to do the same.The initiative is based on a powerful insight from Mountain Dew consumers who said that they don’t want to end up ordinary and that greater risk means greater success.

     

    Speaking about the campaign, Vipul Prakash, Senior Vice President- Beverage Category, PepsiCo India says, “Mountain Dew has always been about celebrating real heroes by encouraging people to break out of the ordinary to make a name for themselves.Through ‘Risk Takers of India’, we want to drive a purposeful message around breaking out of your boundaries to rise above. It is our way to salutethe unsung Risk Takers of India, who have overcome challenges and brought accolades not only to themselves but the country as well. Their illustrious journeys set an example for everyone and Mountain Dew is proud to present this platform to encourage youth to take risks.”

     

    According to Senthil Kumar, Chief Creative Officer, J Walter Thompson India: “The creative idea was to push Mountain Dew’s core idea of taking risks even further. We decided to go real and authentic and get inspired by real life heroes. And came up with India’s first biopic in Indian advertising. It is our way of recognising and acknowledging these risk takers in real life who battled the elements and came out on top. It is our attempt to inspire the youth of India to go out there, take a risk and make a name for themselves. And what better way to do that than by showing the journey of man who did it for real all alone ,nonstop across the seven seas…and became the first and only Indian to do so.”

     

    Mountain Dew Risk Takers of India will showcase the stories of five real-life risk takers – Deepa Malik, ArchanaSardana,Arjun Vajpai, SatyendraVerma and Bhakti Sharma. Each of the five heroes recognised by Mountain Dew have overcome hardships and risked their lives to rise above the ordinary and make a name for themselves.

     

  • Announces new campaign #Sweat More to support her journey from silver to gold

    Gatorade India appoints PV Sindhu as brand ambassador

    By A Correspondent

     

    Gatorade India announced that it has signed on PV Sindhu as its brand ambassador. Gatorade plans to have PV Sindhu work with the Gatorade Sports Science Institute during the period of the partnership, to better understand her training and match-day nutrition

     

    Announcing the partnership, Vipul Prakash, Vice President-Beverage Category, PepsiCo India said, “We are delighted to welcome PV Sindhu into the PepsiCo India family. We believe that Gatorade is the perfect fuel for PV Sindhu and we are happy to partner with her. Gatorade is a scientifically formulated sports drink that provides the right hydration and fueling during a strenuous game or a training session. PV Sindhu personifies the spirit of the brand through her determination and winning attitude.”

     

  • The cola giant mulls not rebidding for the title sponsorship of the Indian Premier League after its contract ends in 2017

    Is IPL the right choice for Pepsi?

     

    By Ratna Bhushan

     

    PepsiCo may not rebid for title sponsorship of the Indian Premier League after its five-year contract ends in 2017, three industry insiders said, a day after a Supreme Court panel called for the suspension of two IPL teams for two years.

     

    “There has been too much controversy in the IPL and the internal thought process is that the company doesn’t want to re-bid for the title sponsorship,” said an executive with knowledge of internal discussions at Pepsi.

     

    “Title sponsorship is a direct association with the brand image, which directly risks getting impacted by controversy,” the executive said.

     

    PepsiCo won the right to attach its name to the tournament with a .’396 crore bid for a five-year period that started 2013, the very year in which the spot fixing scandal broke with the arrest of three cricketers. Pepsi’s bid was almost twice what the previous sponsor, real estate firm DLF, had paid the Board of Control for Cricket in India (BCCI) for the 2008-12 term.

     

    The company declined to comment on the matter.

     

    “We do not comment on speculation,” said Vipul Prakash, vice president, beverages, PepsiCo. “We have not seen the copy of the complete order and hence will not be able to comment any further at this stage. We remain committed to ethical conduct in sport and expect that issues surrounding IPL are adequately and swiftly addressed. The faith of cricket fans is important and needs to be restored in the interest of the game.” The Supreme Court-appointed RM Lodha committee on Tuesday suspended the Chennai Super Kings (CSK) and Rajasthan Royals (RR) franchises for two years, besides banning Gurunath Meiyappan of the first team and Raj Kundra of the second for life. The move could force the IPL to go into the next season with just six teams, although the CSK owner plans to appeal the decision. The other team is also expected to appeal.

     

    TIES TO CONTINUE

    The beverage company won’t be snapping its ties completely with the tournament after 2017, said the persons cited above.

     

    “PepsiCo, however, will continue to be associated with the IPL through other platforms, such as on-air broadcast sponsorship, pouring rights etc. That’s because IPL, which is held in April-May, is peak season for soft drink firms and PepsiCo spends heavily on marketing,” said one of the executives. Since becoming the IPL title sponsor, PepsiCo has pegged its summer strategy to the tournament. This year, it ran the “Crash the IPL” campaign, which asked viewers to create their own Pepsi ads. The previous year, it had run the “Oh yes, Abhi” campaign. Summer accounts for 40 per cent of overall soft drinks sales, and the April-June quarter generally sets the pace for the rest of the year.

     

    PepsiCo chairperson and chief executive Indra Nooyi had alluded to some discomfort over the IPL spot-fixing scandal in an interview in 2013. “We would like to see no controversy of the sport… We hope they fix it,” she had told ET. “We are a highly ethical and principled organisation. So we want to associate with organisations that are principled and ethical. We hope the current problems of IPL are short term and they are addressed. But if they are not, we will have to go back and rethink.”

     

    Brand consultant Harish Bijoor drew comparisons with the Maggi noodles episode. After the product was banned in June for excessive lead content, brand endorsers such as actresses Madhuri Dixit and Preity Zinta also got sucked into the row.

     

    “This (latest development) has stirred a hornest’s nest and all lead sponsors would question their association with the team. In the consumer’s mind, lead sponsors could be also painted with a negative brush, which is what the brands have to be careful about,” Bijoor said.

     

    An executive involved with PepsiCo’s advertising campaign said the company may have to rework its marketing strategy because CSK team captain MS Dhoni has been one of the most visible brand ambassadors of Pepsi Cola and Lay’s chips.

     

    “As a brand, anyone wants to be associated with something positive,” said Varun Gupta, managing director at global consultancy American Appraisal. “There will be some negative connotations with the tournament at least in the short term. But this also gives the IPL an opportunity to clean up and move forward competitively.”

     

    To be sure, IPL has been an attractive property for advertisers despite the various controversies attached to it. This year, tournament broadcast rights holder Multi Screen Media (MSM) generated about Rs 1,000 crore from sponsors and the sale of advertising time. Besides PepsiCo, key IPL sponsors included Vodafone, Hero MotoCorp, Amazon, Paytm and Magicbricks.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish