Kalyan, the brother of mega star Chiranjeevi
and the heart throb of millions is presently alluring
the crowd in a different role. He is campaigning
for Pepsi Foods Ltd, which is known for roping
in top stars for its campaigns. Pepsi has unveiled
an unprecedented consumer campaign in AP, providing
a great opportunity for Pawan Kalyan fans in the
state to collect loads of Pawan Kalyan memorabilia.
First time in India, the consumer campaign incorporates
the half tone visual of a Pepsi celebrity printed
on the flip side of the Pepsi bottle crowns. So,
as many as six different visuals of Pawan Kalyan
adorn the crowns of Pepsi 200 ml and 300 ml glass
bottles. The consumers are only required to collect
these crowns and they can then redeem these for
a range of attractive Pawan Kalyan memorabilia which
includes T-shirts, sunglasses, sling bags, posters,
calendars and a special edition of wrist watches.
All these would be available at more than 300 redemption
centres across Andhra Pradesh.
consumer promotion would be communicated through
a multi-media campaign - on TV, in print and on
ground activities like POP and tuckbacks, etc.
Pepsi has also released its new 40 second TV commercial
in Telugu with the young and energetic Pawan Kalyan,
which is being aired on all local channels. The
commercial shot entirely in Colombo was directed
by Gautam Menon of 'Rehna Hai Tere Dil Mein'
fame. According to Ms Vibha Rishi, Executive
Director, (Marketing), Pepsi Foods Ltd, "Pepsi
and Pawan Kalyan are an ideal combination - both
being so youthful, energetic, fun loving, cool
and confident. With this campaign, consumers in
Andhra Pradesh can look forward to some really
exciting times in the coming days and weeks."
In recent months, Pepsi has done a series of
innovative consumer campaigns and events in Andhra
Pradesh. Pepsi has roped in the sensational international
pop group 'Venga Boys' to perform in the city.
Pepsi has also run a consumer campaign to coincide
with Pawan Kalyan's mega hit film 'Khushi'
which received an overwhelming response from the
public. In April last year, Pawan Kalyan had flagged
off the Pepsi van promotion in Hyderabad, which
saw hundreds of Pepsi vans visit every nook and
corner of the state. On the same occasion, Pawan
also presented a cheque of Rs 5 lakhs to fifty
year old Mahmood Ali, winner of Pepsi's Under
the Crown promotion "Mera Number Ayega",
which was launched in Hyderabad on a massive scale.
With big brother Chiranjeevi campaigning for
Thums Up and the younger one for Pepsi, it looks
like the cola war is really heating up with the
onset of summer.