Pepsi is all set to kick off its ad campaign for 2004 with a brand new tagline - Yeh Pyas Hai Badi. This replaces the Yeh Dil Maange More tagline, which the company had been using for the last five years.
The new campaign is built around the insight that today's youth dream and yearn to get more out of life, which, according to Mr Shashi Kalathil, Executive Director (Marketing), Pepsi Foods Ltd, comes close on the heels of the change of the brand's international tagline from `Ask for more' to `Dare for more'. "The Yeh pyas hai badi campaign is all about a bigger thirst to get more out of life. It is about the assertive spirit and confidence to make things happen," he said.
The campaign would shortly hit the media with a TV commercial, which has been conceptualised by J. Walter Thompson, Delhi, and directed by Prahlad Kakkar. It features Pepsi's brand ambassadors Shah Rukh Khan, Saif Ali Khan and Preity Zinta.
Kicks off campaign in TN: Meanwhile, the company, on Monday, kicked off its campaign for Tamil Nadu, which said, `Indha Dhagam Perisu', which is the Tamil translation of Yeh pyas hai badi. The Tamil campaign has a new brand ambassador, Surya, rising star of Tamil cinema.
Surya will co-star with the current brand ambassador and film star Madhavan. The Tamil commercial also features actress Preity Zinta.
On the impact of the pesticide controversy, Mr Kalathil said sales had taken a dip from August to October 2003. "Sales, however, picked up towards the year-end," he said. He said the company had started 2003 with 30 per cent growth and ended with a 20 per cent growth.
Mr Kalathil said Pepsi was on par with products both in the European Union and in the US. The company was looking at water usage in all their plants and planned to take a tough stance on recharge efficiency and recycling.