PepsiCo India plans to field upcoming cricketers Irfan Pathan and Mohammad Kaif to pitch for its soon-to-be-launched $2-billion sport drink Gatorade. According to sources in the advertising industry, the debutante duo has been chosen to promote Gatorade in India since the two are seen as the most active ‘physical ambassadors’.
“Both Pathan and Kaif are smart, athletic, and upcoming fast bowlers and are a very good fit with Gatorade’s positioning,” an advertising executive handling the brand said. Gatorade is being positioned as an energy or re-hydrating drink in the country and will be targeted at fitness freaks, sports people and others. The brand will be launched in returnable glass bottles as well as PET packs and will be priced between Rs 25 and Rs 40.
Interestingly, along with the two cricketers, Pepsi is also trying to rope in their physical trainer and a coach to feature in the advertising campaign which is expected to break soon. The company plans to promote the brand through print and PoS initially but over time it also intends to use the electronic media.
Gatorade, as reported by FE earlier, will be soft-launched in the country in the coming weeks. Initially, Pepsi is planning to import the brand. It, however, does not rule out the possibility of manufacturing it here. “We realise that Gatorade is a niche brand and the market is not so developed for that here as yet. But we are doing a soft launch ...Initially, we will import the brand and as volumes pick up, we may develop a special line at our Aurangabad unit to bottle this brand. But we will not require huge investments for that—may be Rs 2 crore or so,” PepsiCo India Holdings chairman Rajeev Bakshi had told FE early this month.
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