MAM
Pepsi takes ‘Oh yes Abhi!’ positioning to engage youth
MUMBAI: After a highly successful ‘Change the Game‘ positioning, cola major PepsiCo India has taken a new brand positioning ‘Oh yes Abhi‘ that seeks to bring alive the hunger for impatience seen in the youth today.
The positioning marks the beginning of a new journey for Pepsi in India and will be followed by a series of initiatives over the course of the year.
Commenting on the new positioning, PepsiCo India VP Marketing-Beverages Deepika Warrier said, “Oh Yes Abhi is all about the impatient youth, who believe in making the most of the moment and therefore wants action ‘right now!‘. Oh Yes Abhi! translates into – live for the present as tomorrow is too late. Our latest campaign illustrates all this and much more in a quintessential irreverent Pepsi package.”
The cola brand has created a slew of television commercials portraying Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra in their moments of impatience. The TVC‘s are slated to go on-air from 1 February.
The TVC aims to bring alive Pepsi‘s youthful irreverence and demonstrates the Oh Yes Abhi! moments of these Pepsi brand ambassadors.
“This film not only captures the stars in their impatient avatars, but also shows many moments from our everyday lives that exemplify the belief of ‘now‘,” adds JWT India ECD Surjo Dutt.
The ‘Oh Yes Abhi‘ campaign will be supported by extensive above-the-line communication besides radio activation, on-ground amplification and an outdoor campaign amongst other initiatives. Digital platforms like Facebook, Twitter and YouTube will also be used to engage consumers.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
