AndhraNews.Net - Pepsi bags top awards at All India Promo Power 2003

Pepsi bags top awards at All India Promo Power 2003

Pepsi "World Cup ke shikari campaign" clinches Best Promotion (Gold) Award & Mountain Dew wins Best Product Launch award

New Delhi: September 11, 2003

Pepsi clinched two major awards at the prestigious 3rd annual All India Promo Power awards ceremony - Best Promotion (Gold) for the "World Cup Ke Shikari" campaign and Best Product Launch for the introduction of Mountain Dew in India.

The awards were presented at a glittering ceremony here last evening, attended by the who's who of marketing and advertising fraternity in the country. Russell Weiner, Director Marketing, Pepsi Cola North America, who was present on the occasion, also spoke at the seminar on "Breaking through the clutter: Thinking Big and Winning Big with Marketing Promotions."

The awards recognize outstanding efforts in the field of Best Promotion (Gold), Best Product Launch, Best Promotion (Silver), Wackiest Promotion, Best Event, Best Direct Mail Effort and Best Trade Promotion.

Mr. Shashi Kalathil, Executive Director (Marketing), Pepsi Foods Pvt. Ltd., said "we have been talking about the Cricket World Cup and the introduction of Mountain Dew as the two big wins this year thus far. It is indeed very nice that this has now been recognized formally at a forum such as promo power."

Pepsi's hugely successful World Cup promotions, under the "World Cup Ke Shikari" theme included the "Pepsi Bada Shikari Hunt Contest", "Pepsi Predikta Jackpot Contest", World Cup Commemorative bottles, and a specially commissioned music video by Adnan Sami.

Pepsi's "Shikari" series of campaigns featuring some of the Indian cricketers, established a huge consumer-connect achieved through all these initiatives, resulting in a direct increase in sales and market share.

The "Pepsi Bada Shikari Hunt Contest" for school kids received an overwhelming 25,000 entries. Out of these, six winners were identified and given the unprecedented honour to lead the Indian cricket team on to the pitch at the start of each World Cup match involving India.

The "Pepsi Predikta Jackpot Contest" also engaged Pepsi drinkers and cricket fans for the entire duration of the World Cup, with attractive prizes including the jackpot prize being a Toyota Corolla.

Pepsi also introduced a special World Cup Commemorative bottles, and a specially-composed, peppy music video by Pepsi brand ambassador Adnan Sami.

The award-winning launch of Mountain Dew added a new dimension to the very lifestyle of youngsters in the country. Mountain Dew's unique association with adventure sports helped establish a brand proposition of "exhilarating rush" and a daring, high-energy, high-intensity, active lifestyle, and put Dew on an unprecedented growth trajectory.

The brand proposition was taken forward by high energy TV commercials which introduced the four "Dew Dudes" and their cool, daredevil attitude. It communicated the brand construct - "You haven't done anything if you haven't done the Dew - Dew is what the coolest do." It was backed up by print, outdoor and innovative in-shop merchandising.

The product launch was supported by a 24-city road show, which put an entire adventure games carnival within the consumer's reach, at the city's hot spots like multiplexes, malls, colleges and quick-serve restaurants. Top international BMX bike riders and Skate Boarders were specially flown in to demonstrate the concept of adventure sports. This road show made the sampling drive an overwhelming success.

The launch of Dew was further sustained by a 16-city tour of the specially designed Dewmobile, coupled with a slogan contest on Dew's popular baseline "Cheetah bhi Peeta Hai", with the Dewmobile as the top prize.

Press Release by: SolusMedia

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