Post TapRoot India working on the ICC World Cup campaign for Pepsi, the agency has now been officially appointed as the roster agency for PepsiCo’s beverage brands.
There was no official confirmation on the development either from Pepsi or Taproot at the time of filing this report, however, sources close to the development have confirmed the appointment of Taproot India.
It is understood that JWT India will continue to be the agency on record for Pepsi. However the cola major will now have Taproot India too added to its roster for its creative business. Currently, PepsiCo has JWT India and BBDO India on its roster for the creative mandate for its beverages.
It may be recalled that in 2007, BBDO India had bagged the creative business for PepsiCo’s carbonated soft drink brand 7UP, which was earlier handled by JWT, along with other PepsiCo brands.
Taproot India came into the picture when in October 2010 PepsiCo had roped in the agency to handle the project assignment for Pepsi’s World Cup campaign. Following that, in January 2011, Taproot India conceptualised the ‘Change the Game’ campaign for ICC Cricket World Cup.
Post this development, along with JWT India and BBDO India, Taproot India is now the creative AOR on PepsiCo’s roster for its beverages category.