Pepsi - Now More Than a Soft Drink

PEPSICO - Pepsi - Now More Than a Soft Drink

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The days when Pepsi used to merely be an aerated drink are far behind. This popular cola drink from the cola giant PepsiCo has evolved into a symbol, an icon of young India. The drink assuredly has an identity that habitancy can recapitulate too.

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Endorsements from some of the most well known faces in the country

Pepsi began as most other brands do, with regular celebrity endorsements from some of the favourite celebrities in Bollywood and on the cricketing scene. These endorsements helped the brand get popular and increased its shop share tremendously. Some of the well known faces that have backed this brand contain Shahrukh Khan, Sachin Tendulkar, Kareena Kapoor, Deepika Padukone, Ranbir Kapoor, Ms Dhoni and many more. All of these faces have had a very primary impact on the youth of India and therefore they served as ideal brand ambassadors.

Backing of major events in the country

Pepsi is one of the only aerated drinks in the country that seems to back practically every major event in the country. The commerce that it seems to be the most determined in is cricket. The drink has practically always been a major if not a title sponsor in all the major cricketing events in the country. The drink uses this sport as leverage and it shows withhold even through television commercials etc. The best example of this would be the 'men in blue' market while the last World Cup. Every time there is an international cricket tournament, the business brings out an advertisement to pledge their withhold to India.

A youth movement

This is maybe the only soft drink in the country that has identified itself with the youth so much that it has even coined the name 'youngistaan'. This means Young Hindustan. This movement is meant to make the youth of the nation recognize with the drink, hence manufacture it more popular with them. This popularity will obviously increase the sales and marketing figures considerably given that most of the habitancy of India is the youth.

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