Ad Campaigns
Pepsi continues to advertise its lower SKU prices
NEW DELHI: Pepsi been focusing on the reduced prices of its SKUs in its new ad campaigns.
During the IPL, the brand released #BadiPepsiBadaSwag campaign with star endorser Salman Khan talking about how the 1.25 litre bottle now costs only Rs 50. The creative was pushed across all mediums and with Khan at the helm, the message reached to larger audiences.
Now, the brand has launched an ad spot that aims to communicate that its 600 ml SKU is now priced at Rs 30 instead of Rs 35. Both the campaigns are under the #Swag umbrella.
The new film showcases Shroff trying to impress Patani with the help of the new Pepsi friendship pack and oodles of swag. The duo engages in fun banter, with Patani saying at the end, “Impress hi karoge ya Pepsi bhi pilaoge.”
The campaign is based on the simple belief that friends come together and look for effortless ways to add memorable moments to each other’s life.
PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi understands the pulse of the young generation and believes in creating campaigns that are most relatable to the youth. The new ad featuring Disha and Tiger reflects the confidence and irreverence that friends share between themselves. With the intent to celebrate the emotion of friendship, Pepsi has also launched a special pack that friends can enjoy together.”
Shroff said, “It's an absolute pleasure to join Pepsi to celebrate the undying spirit of friendship and swag and to translate those emotions through our fun new film. It’s been great to share screen space with Disha and working with Ahmed sir is always an amazing experience."
Patani added, “Everything about this new film is about swag and friendship. It is relatable, fun and will resonate with the youth. Working with Tiger and Pepsi has always been a wonderful experience and we are hopeful that our audiences will show love to this campaign as well.”
The new campaign is amplified extensively across TV, digital, outdoor, and social media.
Pepsi brought on Shroff, Patani and Khan as brand ambassadors in 2019 and has done a massive #Swag campaign with them.
The films are clearly aimed at drawing a differentiation in terms of pricing with its arch rival Coca Cola, which sells its 1.25 litre SKU at Rs 65 and 750 ml SKU at Rs 40 in retail outlets.
Traditionally, the two players have been in a fierce battle to acquire a leadership position in the market and spend huge amounts on marketing and advertising.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
