MAM
Pepsi Lipton alliance launches Lipton Iced tea in bottles
BANGALORE: Last year, two giants Pepsi and Hindustan Lever got hitched to each other in order to exploit their respective strengths to market, sell and distribute a humble product such as tea in India. More specifically, the Lipton ready-to-drink (RTD) range of teas and tea-based beverages.
Since then, select markets in India have been seeded with Lipton Ice tea in cans, tetrapaks. Today, the duo announced that the Pepsi Lipton Alliance would be rolling out the cooling beverage in 500 ml PET bottles and 250 ml glasses. The roll out will cover 17 cities in the next few weeks.
The target audience initially would be the 500 million strong urban and later semi-urban Indian youth followed by the rural areas, which as per the alliance’s studies indicate are more health conscious and are open to trying new offerings, to experiment
At the press conference to announce the launch, Pepsi India Holdings chairman Rajeev Bakshi defined three categories of space for the Iced teas product – the fun product, the good for you product and the better for you product. He pointed out that “Litpon Iced tea is being positioned in the ‘better for you’ space model for the youth and not as another variant of tea or ‘chai’.”
The launch is being strongly supported by exciting TV advertising, outdoor communication and on-the-ground promotions, adds a company release.
Both the companies are tightlipped about ad spends. All that Bakshi, while speaking to Indiantelvison.com, was willing to commit was that the budget would , “initially be more than is a norm in the industry, say at least as much as the budget during the launch of Mountain Dew.”
The total carbonated soft drinks market in terms of consumer spends is
Rs 60 billion. The alliance hopes to garner between five to ten percent of
this market over the next five years.
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
