The brand’s positioning redefines masculinity and portrays the modern Indian man in a new light – someone who has the strength of mind as well as body. Through its tagline, “Piyo Josh Mein Jiyo Hosh Mein” and the soon-to-be-launched communication campaign, Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action. The communication strategy has confidence at its core, targeting young adults across big and small towns.
“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, ‘Piyo Josh Mein Jiyo Hosh Mein’ is also inspired by the evolving Indian consumer. Traditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these days… a real man is one who knows when to act. Sushant suits this definition of a modern man and therefore fits the brand personality perfectly. We are delighted to welcome him to the PepsiCo family”, said, Deepika Warrier, Vice President – Beverage Marketing, PepsiCo India.
The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, giving unprecedented launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centres. The TV campaign highlighting the “Piyo Josh Mein Jiyo Josh Mein” positioning will be unveiled on social media first and then go on-air on May 1. PepsiCo is also investing significantly behind distribution and trade promotion to support the mega launch.
With the launch of its second mainstream cola brand in India, after Pepsi, PepsiCo has expanded its portfolio and the cola category. The new brand is in line with the company’s commitment to the Indian consumer who now has a choice between the universal taste of Pepsi and the unique, bold experience of Pepsi Atom.
Sushant Singh Rajput said, “It was my dream to be associated with PepsiCo. I am thrilled about this association with Pepsi Atom, which is a great tasting drink. It is my first major endorsement and is even more special as Pepsi Atom is also new like me… 2013 is the debut year for both of us! I also relate to the positioning which looks at the modern man and is more relatable definition of masculinity – a perfect mix of brain and brawn. ‘Piyo Josh Mein Jiyo Hosh Mein’ is a new mantra for me now”.
Speaking about the launch, Gautham Mukkavilli, CEO, Beverages, PepsiCo India said, “It is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer. India centric innovation or ‘indovation’ is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment”.