Soft drink major Pepsi Foods has signed Abhishek Bachchan to endorse its brand. While Amitabh has been part of the Pepsi brigade for more than a year now, this is the first time he will feature along with his son in a commercial for Pepsi. It’s however, not known whether Pepsi will use the duo together and immediately or not.
According to Pepsi, it is not in favour of bringing out a new thematic campaign till November end. It will continue to run the current Amitabh – Yash Pathak TVC for a longer period than the normal two months owing to its favourable response and popularity.
The next promotion for the brand will revolve around Karan Johar’s second release Kabhi Khushi Kabhi Gum which stars Amitabh Bachchan, Hrithik Roshan, ShahRukh Khan, Kajol and Jaya Bachchan around December this year.
Pepsi has of late signed the young and upcoming Bollywood stars including Kareena Kapoor and Fardeen Khan.
Incidentally, Pepsi will be the second company to leverage the stature of the two Bs for the promotion of its brand. Maruti has already won the laurel of being the first company to use the star father-son duo on its campaign to promote its multi purpose vehicle Versa.
Our typical marketing budget is usually 10 per cent of the topline spend