In a bid to take on its arch rival, cola major PepsiCo India is chalking out a fresh game plan which includes high-voltage television commercials, digital campaigns, new consumer engagement modules both online and on-ground. Likewise, Coca-Cola India is sharpening its focus on digital initiatives and mass media ad campaigns to promote its cola brands in competitive markets this summer.To connect with consumers, Coca-Cola has just launched a digital initiative titled ?Thums Up Thunder Wheels? to woo consumers across the country.
Incidentally, Cola czars Coke and Pepsi are also getting ready to promote their franchises in the forthcoming the DLF Indian Premier League 2010 next week.As associate sponsors for the IPL III? two franchises, Kolkata Knightriders and Delhi Daredevils, Coca Cola India is looking at activation programmes and digital campaigns around these brands. Currently, PepsiCo is the official sponsor and pouring rights partner for Mumbai Indians.
There’s a new fizz in the ongoing cola war as both Coke and Pepsi are beefing up their communication strategy to pump up volumes this summer.
On PepsiCo?s strategy, said Sandeep Singh, executive vice president, PepsiCo India said:? To support our high-decibel ad campaigns, we will be using digital campaigns, out door media with new consumer engagement modules.?For starters, PepsiCo has launched its new initiative `Youngistaan Anthem? to woo the youth in India.? Young Indians donned the role of lyricists sharing what ?Youngistaan ka WOW? means to them and music directors Vishal & Shekhar gave the anthem a catchy background score,? said Singh.
Across the road, Coca-Cola India is in the process of rolling out its digital initiative `Thumbs Up Thunder Wheels?.? The initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet, amongst soft drink consumers. The duration of this initiative is from 6th March to 19th April, 2009,? said a spokesperson from Coca-Cola India. To create awareness for its digital initiative, the company is planning to launch an aggressive television campaign soon.
To popularize its associate sponsor, Coca-Cola has recently launched `Coke Daredevils-the Official Delhi Daredevils Fan Club?.? This is the only branded fan club in IPL, and it becomes the property around Delhi Daredevils that can be extended into all channels.The objective is to recruit, engage and sustain fans in a year-round activation plan,? said the company spokesperson.
Recenlty, Coca-Cola India has roped in cine star Imran Khan to endorse their flagship brand Coke, while PepsiCo has launched a brand new ad campaign featuring Ranbir Kapoor to connect with the youth. With the launch of new TVCs, the cola war appears to be reaching fizzing point this summer.