MAM
Pepsico India ropes in Sushant Singh Rajput as brand ambassador for new Cola Pepsi Atom
BENGALURU: Pepsico India (Pepsico) announced what it claims is its biggest beverage innovation in India – a new Cola brand ‘Pepsi Atom‘. The title sponsor for the on-going sixth season of the IPL cricket league has roped in actor Sushant Singh Rajput who made his debut as an actor with Abhishek Kapoor’s film ‘Kai Po Che’ as Pepsi Atom’s brand ambassador.
Brand Atom’s positioning redefines masculinity and portrays the modern Indian man in a new light – someone who has the strength of mind as well as body says Pepsico. Through its tagline, ‘Piyo Josh Mein Jiyo Hosh Mein’ and the soon-to-be-launched communication campaign, Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action. The communication strategy has confidence at its core, targeting young adults across big and small towns.
“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, ‘Piyo Josh Mein Jiyo Hosh Mein’ is also inspired by the evolving Indian consumer. Traditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these days… a real man is one who knows when to act. Sushant suits this definition of a modern man and therefore fits the brand personality perfectly”, said Pepsico VP – Beverage Marketing Deepika Warrier.
The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, to give launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centers says the company. The TV campaign highlighting the ‘Piyo Josh Mein Jiyo Josh Mein’ positioning will be unveiled on social media first and then go on-air on 1 May. PepsiCo says that it is also investing significantly behind distribution and trade promotion to support the mega launch.
The new Cola brand gives the Indian consumer a choice between the universal taste of Pepsi and the new Atom.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
