Sushant Singh Rajput becomes the face of Pepsi Atom

This summer, get ready to be hit by more fizz, a stronger cola taste and the sharp hit of Pepsi Atom – the biggest beverage innovation from PepsiCo India. The new product of the beverage brand is the second mainstream cola from the brand’s portfolio, after the company’s iconic flagship brand, Pepsi. Created for the Indian market, in collaboration with beverage brand’s global innovation team, it is a result of extensive flavour development and consumer testing in the country. The company has also roped in actor, Sushant Singh Rajput who took Bollywood by storm this year with his debut film, as the new product’s brand ambassador.

The new product, the latest addition to the fast growing branded beverage market in India is available across the country. It comes in a bold black and blue packaging including a 250 ml My Can at an introductory price of Rs. 15 and a 500 ml PET bottle at Rs. 25. 200 ml returnable glass bottles (RGB) are also available in select markets at Rs. 10. (Introductory prices may vary slightly in different markets).

The brand’s positioning redefines masculinity and portrays the modern Indian man in a new light – someone who has the strength of mind as well as body. Through its tagline, ‘Piyo Josh Mein Jiyo Hosh Mein’ and the soon-to-be-launched communication campaign, the new product projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action. The communication strategy has confidence at its core, targeting young adults across big and small towns. 

“It was my dream to be associated with PepsiCo. I am thrilled about this association with the new product, which is a great tasting drink. It is my first major endorsement and is even more special as the new product is also new like me… 2013 is the debut year for both of us! I also relate to the positioning which looks at the modern man and is more relatable definition of masculinity – a perfect mix of brain and brawn. ‘Piyo Josh Mein Jiyo Hosh Mein’ is a new mantra for me now,” said Sushant Singh Rajput.

The launch will be supported by a 360-degree marketing and activation plan with disruption at its core. To kick-start the action, the new product is leveraging the on-going Pepsi IPL tournament, giving unprecedented launch visibility to the brand, both in-stadia and on television. This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centres. The TV campaign highlighting the “Piyo Josh Mein Jiyo Josh Mein” positioning will be unveiled on social media first and then go on-air on May 1. The new product is also investing significantly behind distribution and trade promotion to support the mega launch.

With the launch of its second mainstream cola brand in India, after Pepsi, the beverage brand has expanded its portfolio and the cola category. The new brand is in line with the company’s commitment to the Indian consumer who now has a choice between the universal taste of the brand and the unique, bold experience of the latest product.