This summer, get ready to be hit by more fizz, a stronger cola taste and the sharp hit of Pepsi Atom. Pepsi Atom is the second mainstream cola from PepsiCo India portfolio, after the company’s flagship brand, Pepsi. As reportedly earlier exclusively by Bollywood Hungama, the company has roped in Sushant Singh Rajput as Pepsi Atom’s brand ambassador.
The brand’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. 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.
Speaking about the launch, Gautham Mukkavilli, CEO, Beverages, PepsiCo India said,”It is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer. India centric innovation or ‘indovation’ is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment.”
Sushant Singh Rajput said, “It was my dream to be associated with PepsiCo. I am thrilled about this association with Pepsi Atom, which is a great tasting drink. It is my first major endorsement and is even more special as Pepsi Atom is also new like me… 2013 is the debut year for both of us! I also relate to the positioning which looks at the modern man and is more relatable definition of masculinity – a perfect mix of brain and brawn. ‘Piyo Josh Mein Jiyo Hosh Mein’ is a new mantra for me now”.