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Home > City Resources > Advertising & Marketing > Pawan Kalyan

DONNING A NEW ROLE
Pawan Kalyan with PepsiPawan 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.

Heart throb of millionsThe 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.

MAR Fareed
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