MAM
Pepsico India ropes in Sushant Singh Rajput as brand ambassador for new Cola Pepsi Atom
BENGALURU: Pepsico India (Pepsico) announced what it claims is its biggest beverage innovation in India – a new Cola brand ‘Pepsi Atom‘. The title sponsor for the on-going sixth season of the IPL cricket league has roped in actor Sushant Singh Rajput who made his debut as an actor with Abhishek Kapoor’s film ‘Kai Po Che’ as Pepsi Atom’s brand ambassador.
Brand Atom’s positioning redefines masculinity and portrays the modern Indian man in a new light – someone who has the strength of mind as well as body says Pepsico. Through its tagline, ‘Piyo Josh Mein Jiyo Hosh Mein’ and the soon-to-be-launched communication campaign, Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action. The communication strategy has confidence at its core, targeting young adults across big and small towns.
“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, ‘Piyo Josh Mein Jiyo Hosh Mein’ is also inspired by the evolving Indian consumer. Traditionally, we have seen unrealistic and exaggerated portrayal of male characters in advertising and movies, but it is not only about brawn these days… a real man is one who knows when to act. Sushant suits this definition of a modern man and therefore fits the brand personality perfectly”, said Pepsico VP – Beverage Marketing Deepika Warrier.
The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, PepsiCo is leveraging the on-going Pepsi IPL tournament, to give launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centers says the company. The TV campaign highlighting the ‘Piyo Josh Mein Jiyo Josh Mein’ positioning will be unveiled on social media first and then go on-air on 1 May. PepsiCo says that it is also investing significantly behind distribution and trade promotion to support the mega launch.
The new Cola brand gives the Indian consumer a choice between the universal taste of Pepsi and the new Atom.
Brands
Flipkart elevates Ravi Rajani to director after six-year compliance run
Anti-corruption specialist steps up to strengthen governance framework
MUMBAI: Flipkart has promoted Ravi Rajani to director, marking a key milestone in his six-year tenure with the company as it continues to sharpen its governance and compliance focus.
Rajani, who joined Flipkart in 2020, has steadily risen through the ranks within the organisation’s anti-corruption compliance function. He most recently served as associate director, anti-corruption compliance, a role he held from September 2022 to April 2026. Prior to that, he was senior manager in the same vertical, playing a key role in strengthening internal controls and regulatory adherence.
In his new role as director, Rajani is expected to further bolster Flipkart’s governance framework, drawing on his experience in managing compliance risks and navigating evolving regulatory landscapes.
Before joining Flipkart, Rajani worked as a consultant at AZB & Partners, where he gained exposure to corporate law and regulatory advisory. He began his career at EY, progressing from article assistant to consultant over nearly four years, building a strong foundation in audit and compliance practices.
Academically, he is a chartered accountant from the Institute of Chartered Accountants of India and also holds a law degree from V. T. Choksi Sarvajanik Law College, equipping him with a dual lens on finance and legal frameworks.
Rajani’s elevation reflects Flipkart’s continued emphasis on strengthening internal governance as the ecommerce sector faces increasing regulatory scrutiny. As compliance moves from a backend function to a strategic priority, leadership roles such as his are becoming central to how companies build trust and scale responsibly.
