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John Abraham goes on a strict ‘Diet’ of Pepsi

The youth icon and film star has been roped in by Diet Pepsi as its first brand ambassador in India

All work and no play makes John a dull boy? Well, actor and model John Abraham has decided to set that straight and ‘Go Play’.

Abraham, who already endorses several brands such as Yamaha, FastTrack, Clinic All Clear Hair Fall Defense and Castrol Power 1, has agreed to endorse the ‘Go Play’ brand, Diet Pepsi. Incidentally, Abraham is Diet Pepsi’s first brand ambassador in India.

Punita Lal, executive director, marketing, Pepsi Foods, talks about Abraham’s association with the brand. “Diet Pepsi gives a person the licence to indulge without having to bear the guilt of consequences,” she says. “That is essentially what the brand value, ‘Go Play’, is all about. Abraham personifies what the brand stands for – freedom, indulgence and fun. It appeals to all those who work hard and party harder. And who better than Abraham to portray this quality?”

Lal adds that since the brand is a lifestyle and aspirational one for the youth, Abraham, with his health consciousness and cool, suave, macho image, fits the bill of the youth icon Diet Pepsi was seeking. The company has just introduced a new, smaller, 250 ml pack priced at Rs 12 in order to increase consumption.

“The idea is not so much to gain market share, but to expand the whole category of diet soft drinks,” explains Lal. “Consumers are getting increasingly conscious of how they look and feel about themselves. At present, this category is still very small, but it is a fast-growing one.”

Actor John Abraham remarks, “I think Diet Pepsi and I are the perfect fit. I’m a diet conscious person who believes in indulging from time to time, and yet look and feel great. I eat well, but I make sure I eat right.”

A TVC conceived by JWT, featuring Abraham, will be on air soon. The film, titled ‘Salsa’, is set in a corporate office, where Abraham plays the role of a blue collar worker who mesmerises an elite, senior executive woman. The two are shown ‘Salsa-ing’ together.

Apart from the TVC, press and outdoor hoardings will also be included in the communication plan. Brand activities will be conducted at nightclubs, malls and lounge bars, with events such as ‘Diet Pepsi Nights’ taking place, along with a certain amount of sampling.

For the record, Diet Pepsi was introduced in India in 2000. Shah Rukh Khan, Kareena Kapoor, Priyanka Chopra and Amitabh Bachchan are other Bollywood actors who endorse the regular Pepsi brand.

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