MAM
Pepsi launches its first football campaign
MUMBAI: PepsiCo India has launched a new ad campaign on Football in India. This is the first time the food and beverages major has rolled out a football centric campaign.
So far, the company was focusing on cricket in its campaign to reach masses.
Conceptualised and created by JWT, the campaign features brand ambassador Ranbir Kapoor.
Irreverent and youthful, the TVC aims to bring alive the fun associated with football in Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.
PepsiCo Beverages India executive director – marketing Deepika Warrier said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport.
With a line-up of cricketing events including IPL, ICC World Twenty20 and a host of football initiatives, Pepsi promises an action-filled, fun year ahead.”
PepsiCo India category director – colas, hydration and mango based beverages Homi Battiwalla added, “Our new Pepsi Football campaign takes forward the philosophy of ‘Change the Game’ with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.
“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our target group. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement,” JWT India executive business director Saurabh Saksena said.
The media planning for the company is done by Mindshare.
Brands
Neha Malhotra joins Zee Music Company as SVP- marketing
After entrepreneurial stint, she returns to music biz with sharper focus
MUMBAI: Neha Malhotra has joined Zee Music Company as senior vice president – marketing, marking a return to the music industry after a year-long entrepreneurial stint.
Malhotra most recently founded and led OneNative Content Studio, where she worked as a partner, focusing on strategic marketing, business strategy and content-led brand solutions. Her move back into a large music label signals a shift from building independently to scaling within an established ecosystem.
Prior to this, she spent over four years at Saregama India Ltd., where she held multiple leadership roles including assistant general manager, chief marketing manager and senior marketing manager. Her tenure saw her work across artist marketing, campaign strategy and brand positioning in a rapidly evolving digital music landscape.
Her earlier career spans stints at IN10 Media and Gipsy Hospitality & Destinations Pvt. Ltd., where she led integrated marketing campaigns, public relations and brand launches across entertainment and hospitality verticals. She also held roles at Tata Sky Ltd and UTV, building a foundation in content acquisition and media strategy.
Sharing the update, Malhotra reflected on her journey over the past year, describing it as a phase shaped by “pressure, perspective and learning what leadership really looks like when things aren’t certain.” She added that the experience of building from scratch helped sharpen her instincts and approach to decision-making.
At Zee Music Company, she is expected to lead marketing strategy and drive artist-led storytelling, at a time when music labels are increasingly competing for audience attention across digital platforms.
Her appointment underlines a broader trend of seasoned marketing leaders blending entrepreneurial experience with corporate scale. As Malhotra steps into her new role, the focus will be on turning that hybrid perspective into campaigns that not only cut through the noise but also stay true to the music.
