Fun Time For Coke, Pepsi

Updated: Sep 29 2003, 05:30am hrs
Nothing, it seems, can overshadow the spirit of festival not even the cola contamination controversy. So if celebration is in the air, why should cola giants be far behind Not just that, the ongoing festive season for the two majors Pepsi Foods and Coca-Cola India in fact, is a route to bring fun back into cola guzzling.

Its fun time again for Coke drinkers. The consumers confidence in Coke products is poised to reach its new peak during the ensuing festival season, says Coca-Cola India vice president Sunil Gupta.

For Pepsi the association is much more than just another festive activity. It is that unique opportunity that enables us to be a part of some of the most spirited festivities in our country, says Pepsi Foods vice president, corporate communications, Annie Cyriac.

Even though the celebrations appear a little somber this year, they are marked with the usual tapperings of new TV campaigns, promotions, pandals and discounts and exclusive product supply.

While Pepsis festive activities took off, last weekend, with the launch of its new TV campaign featuring Sachin Tendulkar and Bollywood stars Fardeen Khan and Kareena Kapoor, a few more TVCs possibly featuring Shah Rukh Khan will be followed soon. New ads will also break for Mountain Dew while the company has already launched new ads for Fido - 7UP.

Pepsi associates with festivals such as Durga Puja, Ganesh Chaturthi, Navratri and Diwali. The festive season is an opportunity to connect with the consumer with new creatives, says Ms Cyriac.

The company is currently running regional and city-specific promotions but may soon launch a national-level promotion coinciding with Diwali. In Kolkata, for instance, for Durga Puja, Pepsi has dropped prices on its soft drinks: 200-ml is now available at Rs 5 instead of the earlier Rs 7 and 300-ml at Rs 7 instead of Rs 10. Pepsi has also rolled out a special scratch-card consumer promotion at all Puja pandals where it is associated with. It has tied up with nearly 200 Puja pandals in Kolkata and Howrah. Some of the prominent Puja pandals with which Pepsi has tied up include the ones at Maddox Square, Ekdalia, Babu Bagan, Mohd. Ali Park, Santosh Mitra Square, College Square, Sreebhumi, Ahiritola, Bagh Bazaar, Jodhpur Park, Sindhi Park and Deshpriya Park.

The soft drink major also plans to bring celebrity stars close to their fans through various ground promotions and meet-and-greet events.

Coca-Cola India, too, is organising a number of ground activities including nationwide poster campaign at retail outlets, meet-your-favourite-star programme, plant visits for school children, special offers, packaging and various contests in the coming week.

Coke is also partnering with McDonalds to introduce McDonalds Colour Cups promo, as part of McDonalds Im Loving it campaign. As per the promo, from the first week of October, with every Large Meal Combo (priced between Rs 89 and Rs 99), Coke Colour Cups will be given complimentary. These huge colour cups are made out of food grade plastics and come in various colours like blue, purple and lime green.