MAM
Pepsi launches its first online TVC in India on Yahoo!
BANGALORE: Pepsi today launched its first ever television commercial online in India.
The three-part ‘webisode’ of the TV commercial will run on Yahoo! India this week and will be followed by the television commercial breaking on 16 September.
The webisode of the commercial, featuring Pepsi brand ambassador – Shah Rukh Khan as a flirtatious snake charmer, can be seen on pepsizone.yahoo.co.in
The Pepsi Foods (PFL), EVP marketing Vipul Prakash said, “Pepsi has always aimed at connecting with the youth by introducing initiatives that captures the pulse of the youth. This initiative reiterates the innovative edge of Pepsi to unite two mediums for the first time and involve the customers in it “.
Consumers can participate in Pepsi’s online contest featuring the animated version of the first webisode where Shah Rukh Khan is playing the lead protagonist.
“This campaign is a first of its kind in India, where the Internet commercial was produced simultaneously with the TV commercial. Moreover, the commercial has hit the web a week before it will be aired on television. It is representative of the increasing importance that youth marketers like Pepsi are attributing to the digital media. Internet is not only about targeting the relevant audience with minimal spillover; it is also about unleashing the power of interactive advertising and this campaign takes a giant stride towards the same. We are confident that the youth will love this pre-television airing and will find the webisodes highly engaging!” the release quotes Yahoo! India director of sales, Pearl Uppal.
Pepsi had integrated its online activity earlier in the year by promoting its Pepsizone on the portal. The positive campaign results have led to Pepsi and Yahoo! India jointly commission an online research study with Internet research pioneers, Dynamic Logic to understand the impact of online advertising on conventional Brand Metrics. The online media innovation introduced by Pepsi follows Pepsi’s partnership with Yahoo! India for online brand building.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
