Pepsi orders the charge of the youth brigade

By , agencyfaqs!, New Delhi | In Advertising | February 12, 2008
Pepsi has started the year by signing on two brand ambassadors - Hindi film actors Deepika Padukone and Ranbir Kapoor

Despite & #BANNER1 & # winter not showing any signs of relenting, cola companies are gearing up for the summer war. Coca-Cola's Sprite has already rolled out a television commercial (TVC) for 2008. And now Pepsi has announced plans to roll out a TVC featuring Hindi film actors Ranbir Kapoor and Deepika Padukone, its newly signed brand ambassadors.

Both Padukone and Kapoor's brand value is hot at the moment. Padukone is already a brand ambassador for at least a dozen brands, including Kingfisher Airlines, Parachute and Levis Strauss. Kapoor is also cashing in on his popularity after his debut film, Saawariya, despite the fact that it bombed at the box office.

Padukone and Kapoor will now be seen with superstar Shah Rukh Khan in Pepsi's first campaign of 2008. Pepsi's other brand ambassadors are actor John Abraham and cricketers Mahendra Singh Dhoni, Yuvraj Singh, Sreesanth and Robin Uthappa. Each of the brand ambassadors personifies Pepsi's youthful imagery and exemplifies the dynamism associated with the brand.

Sandeep Singh Arora, executive vice-president, marketing, cola, PepsiCo India, says, "The inherent qualities of Pepsi - the youthful spirit, irreverence and competitive streak - hold the key while signing on a brand ambassador. The brand ambassadors of Pepsi are not only the face of the brand, but also help strengthen the brand's connect with its consumers. We are very happy to associate with Ranbir and Deepika and welcome them on board."

The new Pepsi TVC will break soon and will unleash 360 degree activation from the brand. The creative minds behind the commercial are Agnello Dias and Soumitra Karnik from JWT. The TVC has been directed by Abhinay Deo from Ramesh Deo Productions.

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