PepsiCo India Plans To look beyond celeb for endorsement

Traditionally known to be among the heaviest spenders on celebrity advertising company has had some of the biggest names across cricket and films
  • Franchise India Team Editor
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After parted away with cricketer Virat kohli, PepsiCo senior Vice President said “PepsiCo will increasingly rope in sources of authority for endorsing its brands instead of opting only for celebrities. The cola firm will consider individuals who have established their credentials in specific fields and have direct synergies with brands they endorse. . The beverages and snacks maker has now roped in javelin throw athlete and junior world record holder Neeraj Chopra for its sports drinks Gatorade. Other recent endorsement deals with such sources of authority include badminton player PV Sindhu also for Gatorade and Chef Vikas Khanna for oats brand Quaker. We will continue to consider celebrities, but that will no longer be the only criteria for our endorsement deals. Increasingly, PepsiCo will be less about celebrities and more about sources of authority, across the portfolio.”

Traditionally known to be among the heaviest spenders on celebrity advertising, the company has had some of the biggest names across cricket and films such as cricketers MS Dhoni and Kohli, and actors Ranbir Kapoor, Hrithik Roshan and Anushka Sharma as faces of the brands. While Dhoni and Kohli are no longer associated with Pepsi, Hrithik Roshan endorses Mountain Dew while Anushka Sharma is the face of Nimbooz masala soda.

Talking about Aquafina expansion parkash said “Aquafina premium flavours and offering vitamins and minerals under the brand name Aquafina Vitamin Splash.  The move is in continuation with the US firm’s portfolio transformation exercise, which includes reduction of calories in carbonated drinks".

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