Dukes Lemonade has announced a series of consumer initiatives in the city of Mumbai, in order to make it a sizzling summer. As a part of a series of innovative initiatives, the popular soft drink manufacturer from the PepsiCo stable is targeting the Mumbai market and suburbs with a campaign that involves a new tagline, massive on-ground visibility drive, interactive programmes on radio and sampling activities for the consumer. The entire campaign is built around the character Bandya Shinde and the tagline, ‘Takatak Taajgi’. Bandya is a reflection of the current rage for Bollywood Bhais like Munna Bhai and Aslam Bhai.
Despite being the short-tempered crony of a ‘bhai’, Bandya has a ‘simpal’ view of life without the tension or the ‘Mach Mach’ and is loved by one and all. Says Praveen Someshwar, who heads Pepsi’s operations in the west: “Bandya Shinde characterises a blend of Bhai and Bollywood, which are the two things that fascinate Mumbai the most. For Bandya Shinde, Dukes Lemonade is a source of refreshment and a way to chill out. We have also designed special interactive live programmes on radio for our consumers, who can call Bandya to play agony uncle to their myriad problems in life. In line with our previous initiatives, these would add to the fun and excitement amongst existing consumers, and draw new consumers into the Dukes Lemonade fold.”
When asked about the sudden focus on radio, Someshwar responded: “It’s a local initiative, specific only to Mumbai. And, what could be a better way to reach the local audience than to address them through outdoors and radio. We couldn’t possibly devise a TVC for a city-specific audience.”
Dukes Lemonade is being communicated to consumers through a massive visibility drive, which includes paintings on local trains, bus shelters, street banners and point-of-sale (POS) posters etc. Discount coupons will be distributed to consumers outside trains, painted with Dukes Lemonade visuals. Consumers can redeem the coupons at the station on the same day and enjoy their Dukes Lemonade. “To add to the excitement, consumers can play Dukes Wheel of Fortune at specifically designated joints in the city and win complementary Dukes Lemonade bottles, pouches, caps and pens. Consumers can avail this opportunity at 30 joints across Mumbai, Thane and Vashi.”
Pepsi acquired Dukes in 1995 and since then, Dukes products have been strong constituents of Pepsi’s brand portfolio in Mumbai. “We have always had a stronghold in Mumbai with a set of loyal consumers that stay wedded to the brand. As a marked difference in strategy, we felt that we ought to focus more on this market and bring new consumers in the loop. Which is where, the Bandya Shinde campaign comes in. It is a campaign which is directed at the funnier side of life, and yet spells out the brand objectives to perfection, in a language that is intrinsically Mumbaiya. We are sure that this campaign would make a mark with the desired audiences,” says Someshwar.
Another Digen Verma number? Someshwar declines: “Not even close. It’s a different attempt at communication and not a caricature at what’s been done before.”