MAM
Red Digital wins Mirinda’s social media biz
MUMBAI: Red Digital has bagged the social media mandate of Pepsico’s Mirinda.
The agency will build and execute social media strategies that will help Mirinda brand reach out to their audience on social media platforms. It will play a key role in creating online buzz about the brand’s new offerings along with launching various campaigns and building engagement across social networks.
For Mirinda, Red Digital’s immediate mandate on social media is to create an impact for its latest campaign, with which it has launched two new flavours, Mirinda Orange Masala and Mirinda Orange Mango, while continuing with the base Mirinda Orange flavour.
Red Digital founder and MD Harsh Jain said, “Social media provides seamless opportunities to build interest groups. Digital is no longer just about showing banners and clicking on them. It’s about generating engagement, activation and creating convergence between the online and offline worlds. We are glad to have an innovative partner like PepsiCo onboard and look forward to creating path-breaking innovations in new media in the near future. The new activities for Mirinda brand emphasize our continued focus on digital innovation aimed at bringing value to our clients.”
PepsiCo India EVP- marketing, beverages (flavours) Ruchira Jaitly added, “Social Media has become a very important tool for engaging with consumers and having a dialogue with them on a constant basis. We are pleased to have Red Digital on board as our social media partner for this initiative. Their prior experience in handling leading brands coupled with a deep understanding of consumer behavior in the digital space will ensure there is a high level of engagement and traction for Mirinda’s campaign on 3 Flavors.”
The launch of new flavours is supported by a 360-degree campaign called the taste twister challenge, supported via radio, outdoor and on-ground activation along with social media. Red Digital will help in bringing the experience of this program me to Facebook and on-ground.
Red Digital will also exploit new disruptive full sleeve packaging that captures the taste and fun experience of drinking Mirinda through applications on Facebook. These applications use the prominent aspect of the packaging: the emoticons, to bring alive the new flavors. The applications range from allowing fans on the Mirinda India Facebook fan page to enter into an augmented reality world and play with the emoticons to classifying friends in various taste categories. The agency will also be creating an augmented reality iPhone and Android application.
The campaign will also see Red Digital creating TweetMobs though the duration of this campaign. These will be high impact subjects being Tweeted by Mirinda and re-tweeted by a group of people within a specific time frame.
Brands
Sun Pharma to acquire Organon in $11.75 billion deal at $14 per share
Acquisition to create $12.4 billion pharma giant with global scale and biosimilars push
MUMBAI: Sun Pharmaceutical Industries Limited has signed a definitive agreement to acquire Organon & Co. in an all-cash deal valued at $11.75 billion, marking one of the largest cross-border pharma acquisitions by an Indian firm.
Under the terms of the agreement, Organon shareholders will receive $14.00 per share in cash, with Sun Pharma set to acquire 100 per cent of the company’s outstanding shares. The transaction, approved by the boards of both companies, is expected to close in early 2027, subject to regulatory approvals and shareholder consent.
The deal significantly expands Sun Pharma’s global footprint and strengthens its position across women’s health, biosimilars, and branded generics. The combined entity is projected to generate revenues of around $12.4 billion, placing it among the top 25 pharmaceutical companies globally.
Organon, which was spun off from Merck in 2021, brings a portfolio of over 70 products spanning women’s health and general medicines, with operations across more than 140 countries. Its established presence in key markets such as the US, Europe, and China complements Sun Pharma’s existing strengths and growth ambitions.
Sun Pharmaceutical Industries Limited executive chairman Dilip Shanghvi said, “This transaction represents a significant opportunity for Sun Pharma to build on its vision of reaching people and touching lives. Organon’s portfolio, capabilities and global reach are highly complementary to our own.”
Sun Pharmaceutical Industries Limited managing director Kirti Ganorkar added, “This transaction is a logical next step in strengthening Sun Pharma’s global business. Together, we will become a partner of choice for acquiring and launching new products.”
From Organon’s side, Organon & Co. executive chair Carrie Cox noted, “This all-cash transaction offers compelling and immediate value to Organon stockholders, while positioning the business for continued growth under Sun Pharma.”
Strategically, the acquisition gives Sun Pharma entry into the global biosimilars space as a top 10 player and strengthens its innovative medicines portfolio, which is expected to contribute around 27 per cent of combined revenues. The deal is also expected to nearly double EBITDA and cash flow, supporting long-term deleveraging and investment capacity.
Sun Pharma plans to fund the acquisition through a mix of internal accruals and committed financing from global banks, while maintaining focus on disciplined integration and operational continuity post-merger.
If completed as planned, the deal signals a clear shift in India’s pharmaceutical ambitions, from scale at home to leadership on the global stage, with Sun Pharma positioning itself as a more diversified and innovation-led healthcare powerhouse.
