After waging an aggressive price war, cola czars Coca-Cola India and Pepsi Foods Ltd are now turning their marketing focus to brand-building exercises. For starters, Pepsi is in the process of rolling out a high-voltage television commercial with a new tagline, Yeh Pyaas Hai Badi, while Coke is lining up a slew of marketing initiatives to promote its flagship brand in the over-crowded category.
To announce Pepsi’s new look and tagline, the company is planning to roll out a marketing mix which includes retail initiatives, online advertising, television commercials and press ads, informed Shashi Kalathil, executive director-marketing, Pepsi Foods Ltd. “To establish our new ad line we will soon roll out a multi-media ad campaign designed by JWT India,” he added.
On the rationale behind the change in Pepsi’s tagline, Mr Kalathil said that the cola major has switched over to a new tagline in line with its international brand’s new postioning and tagline.
Mr Kalathil explained, “Earlier, our international adline was ‘Ask for more’ so we had a similar line in Hindi, Yeh dil maange more. Now, Pepsi’s global punch line is ‘Dare for more’.
Somehow, we could not find an exact translation for this line. Finally, we got an action-oriented line which reads as Yeh Pyas Hai Badi.”