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.
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
