The Hindu Business Line : Pepsi peps up Dukes Lemonade ad campaign

PEPSI today launched a series of consumer initiatives in Mumbai for its lime brand, Dukes Lemonade, which includes a new tagline and an interactive radio commercial to beat the summer heat.

Mr Praveen Someshwar, Head of Pepsi's operations in western region, said: "With the spurt in sales in lime and lemon category , and the beginning of the summer season, we thought it was time to create fun and excitement amongst existing consumers in Mumbai."

The radio advertising revolves around the new tagline "takatak taajgi," which connotes freshness, and the campaign created by J Walter Thompson, is built around the character Bandya Shinde - based on the typical Mumbai yokel, typified from the light-hearted scrooge depicted in most Bollywood movies.

Special interactive live programmes on radio have been designed for consumers, who can call Bandya to play the agony uncle for their myriad problems, said Mr Someshwar.

Dukes Lemonade is being communicated to consumers through a visibility drive, which includes paintings on local trains, bus shelters, street banners and point-of-sale posters etc. Discount coupons will be distributed to consumers outside trains painted with Dukes Lemonade visuals.

Consumers can redeem the coupons at station on the same day, and have a sip of this lemon drink, a release stated.

Dukes Lemonade is available in 200-ml and 300-ml returnable glass bottles (RGB), 600-ml PET and 1.5 litre PET bottles, priced at Rs 5, Rs 6 and Rs 30 respectively.

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