New Delhi: Soft drinks major Pepsi is unleashing its first ever campaign with Indian cricket captain Saurav Ganguly in Kolkatta this week. The campaign `Saurav Comes To Your Home' would be Saurav's first for Pepsi. The ace cricketer, it may be recalled, was hitherto Coke's endorser. Pepsi roped in Saurav in October last and had been in the cooling period since then.Pepsi's new region-specific campaign will be communicated through a TVC in Bengali and also in the print media, and will be supported on ground by outdoor signages. As per the campaign, which will run till the first week of February 2001, consumers have to participate in a contest and write a slogan on why they want to share their Pepsi with Saurav through a response coupon. The response coupon has to be attached with a 1.5 litre Pepsi PET bottle label.
Though Pepsi is using Saurav for a region-specific campaign, it is likely to take the campaign further to other cities.
Last year, Pepsi launched a national under-the-crown `Mera Number Aayega' promotion and a consumer promotion with the Tamil cinema heartthrob Madhavan in some of the major cities in South India including Chennai where its Mera Number Aayega promo was not valid.
Launched in mid-June and initially scheduled to run up to August 15, the national promotional scheme was later extended till Diwali in view of the tremendous response it generated all over the country. Pepsi had consequently increased the first prize amount in the scheme to Rs 5 lakh for two. However, the scheme was not valid in Tamil Nadu.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
