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PepsiCo draws up intensive consumer activation campaign for ‘Nimbooz’

27-February-2009
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PepsiCo draws up intensive consumer activation campaign for ‘Nimbooz’

From cola drinks to good old nimbu paani, PepsiCo is going Indian in a big way this summer. The soft drink major has drawn up an intensive consumer activation 360-degree campaign to market Nimbooz, its lemon-based drink from 7Up. A TV campaign for Nimbooz is set to break on February 27. The creative brain behind the film is Sandipan Bhattacharyya of BBDO India, while the film has been directed by Pradeep Sarkar of Apocalypso Filmworks.

The marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging OOH media, radio, press and outdoors. Complimenting the on-ground initiatives is the TV commercial that reflects Nimbooz’s ‘ekdum asli Indian’ proposition. Aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, and Agra to drive trails and consumer education.

The film is a combination of some traditional Indian symbols and state-of-the-art photography techniques that bring alive the refreshing and appetising taste of real nimbu paani. A traditional wooden lemon squeezer has been used to dramatise the authenticity of Nimbooz.

The film begins with loads of ripe lemons falling from the back of a traditional Indian truck; one of the lemons falls on a wooden board and splits. One half of the lemon jumps and sits in the lap of a shining wooden squeezer that was welcoming the lemon with its open arms. The squeezer gently squeezes the lemon, a luscious shower of lemon juice falls and drops straight into the mouth of a bottle. That’s when we see Nimbooz by 7Up pack in its full glory and a huge rush of liquid gushes past the bottle carrying some lemons with it. We see the protagonist taking a long satiating gulp of Nimbooz and getting thoroughly refreshed.

Punita Lal, Executive Director - Marketing, PepsiCo India, said, “PepsiCo is delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality.”

Alpana Titus, Executive VP - Flavours, PepsiCo India, said, “Nimbooz will be a relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect.”

Nimbooz is available in three packaging formats of 200 ml returnable glass bottles, 350 ml PET and 200 ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively.

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