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.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
