Financial Daily from THE HINDU group of publications
Tuesday, May 07, 2002
Financial Daily from THE HINDU group of publications Tuesday, May 07, 2002 |
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Marketing
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Promotions & Offers Kareena to star in Pepsi's new ad Ratna Bhushan
Kareena Kapoor
NEW DELHI, May 6 FROM male bonhomie to female charms. Even as Pepsi India's current ad campaign featuring Amitabh Bachchan and Sachin Tendulkar is on air, the carbonated soft drinks major's much awaited ad film featuring film actress Kareena Kapoor is set to break on electronic media next week. Interestingly, the latest TV campaign from Pepsi India will be preceded with a series of teaser ads, industry sources said. The teaser campaign is expected to hit the tube this weekend and will run for about one week, the sources added. While declining to elaborate on details of its latest advertising strategy, Pepsi India's spokesperson confirmed to Business Line that the campaign for Brand Pepsi featuring Kareena was scheduled to break on electronic media `shortly'. According to industry sources, Pepsi India's latest ad has been produced by Bollywood choreographer Farah Khan. "The campaign has a very urban setting, which is in tune with the actress' upmarket image,'' sources said. This campaign also marks a first for Kareena as far as endorsing any brand is concerned. The campaign will also feature a male co-star opposite Kareena. While the Pepsi India spokesperson refused to confirm the male celebrity's name, the industry buzz is that Kareena's co-star could be Shahrukh Khan -- among Pepsi India's biggest and most highly-paid celebrity endorsers. Interestingly, this is not the first time Pepsi India has preceded major ad campaigns with teasers. The brand's debut campaign in India, featuring film actress Juhi Chawla, was also preceded with a teaser. "Pepsi India probably settled for a teaser considering that Kareena is the hottest female star in Bollywood currently,'' sources said. Meanwhile, the second commercial for Brand Pepsi featuring the duo of Amitabh Bachchan and Sachin Tendulkar has just broken on electronic media. While the first film was shot against the backdrop of kite flying, the new ad has the two stars engaged in arm-wrestling. The soft drinks major is also understood to be wooing Vivek Oberoi, who debuted in the film Company, for a possible brand endorsement deal. On the cards next is a fresh advertising strategy for Mirinda, both for the orange and lemon variants. While the brand has been endorsed by Bachchan and Govinda in the past, the new advertising for Mirinda will not feature any celebrities. The advertising will be centred on taste with the tagline `taste ke atka', industry sources said.
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