MAM
Pepsi to unveil summer campaign tonight
MUMBAI: Pepsi’s summer campaign, boasting a casting coup of actors will launch on television from tonight.
Conceptualised by Pepsi’s ad agency JWT, the TV spot has been directed by 28-year old Shaad Ali, who directed Saathiya. The ad, shot over four days in Mumbai, is set to be aired on all mainline TV channels in 50-sec spots, and subsequently in 30-sec spots.
According to a MindShare commissioned study done by Indian Marketing Research Bureau (IMRB), brand Pepsi had 47 per cent top-of-mind recall during the World Cup, which is way ahead of competition products in the same category, claims Pepsi.
The ads brings together Kareena Kapoor, Preity Zinta, Fardeen Khan and Saif Ali Khan for its new summer campaign. The stars have been carefully chosen for this ad. Fardeen Saif, Kareena and Preity have been cast in a way that makes them real and approachable.the guys and gals next door, says Pepsi.
Set against the backdrop of summer, the new ad campaign epitomizes the uniquely irreverent Pepsi attitude. The action takes place in an apartment complex where the guys are shacking up together and two girls move in next door. And when their paths cross, the fun begins because the guys will do anything for their Pepsi, even if it means being quite “besharam” to outwit the cool babes, says an official release.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
