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This tracker has been compiled from external sources and does not necessarily reflect the views of the company. Links provided will take you to the full articles appended at the end of the file.

© 2008 Zenith Optimedia.

 

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22. Coca Cola Launches Out-Of-Home Initiative For Limca

15 May, 2008

 

Beverages major Coca Cola, which has considerably increased its advertising spent on out-of-home media initiatives in the last two years, on Thursday announced a new campaign for its lemon flavour brand 'Limca' in association with the trucker's community.

 

As a part of the initiative to connect with consumers around travel channels including highways, dhabas (fast-food joints) and on the back of trucks, the company has signed an agreement with the Truck Owners Welfare Society.

 

"Coca Cola India's ad spent on out-of-home advertising has gone up to 12 per cent of the total spent in 2007 from one per cent in 2005. In order to leverage the potential of the OOH media the company has launched the new campaign for Limca for this summer," Coca-Cola India VP Marketing Venkatesh Kini told reporters here.

 

He said this would be an ongoing initiative of the firm which could extend to different forms of new media, other than print and TV.

 

As per the agreement with the society, 1,000 trucks plying on highways would sport Truck Art form of Limca Fresh Ho Jao messaging.

 

Creative taglines like 'Taaza Ok Please', 'Taazgi Disha Is Taraf' and '13 Mera 7 Taazgi Ki Baat' have been specially conceptualised by advertising agency Ogilvy and Mather to be put on truck backs.

 

Similarly, Limca hoardings would also be seen on the highways and in dhabas to reach out to consumers especially in North India.

 

The truck owner's society is a body representing the interests of the trucking community with 450 members and has 10,000 trucks plying across the country.

 

The revenue generated by tying up with Coca Cola would be spent on the programs organised by the association.

 

 

 

23. Free Talk Time With Sprite

9 May, 2008

 

Sprite is packing in some free talk time with fizz in its bottle this summer. Sprite ‘Kholega Toh Bolega’, is the new digital initiative launched by Coca-Cola to connect to 230 million mobile phone users in India. The company is offering talk time worth Rs 1.5 crore to GSM and CDMA mobile pre-paid and post-paid users across all leading mobile service operators. The digital mobile initiative has been powered by tech partner Oxigen, who would interface with mobile service operators to distribute the free talk time ranging from Rs 50 to Rs 5,000 to lucky consumers. The campaign, on till July, will reward 300 winners every hour, claims the company. In addition, they will be able to download music videos, movie clips, games wallpapers and ring tones free from www.mobibuzz.in/sprite. “Sprite’s 2008 summer campaign, ‘Seedhi Baat, No Bakwaas, Clear Hai?’ is all about engaging the youth in a simple, honest and straightforward manner. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continue to be the largest users of prepaid mobile phones,” said Mr Venkatesh Kini, V-P Marketing, Coca-Cola India.

 

 

 

24. Rasna Cooks Up A Fast Food Business Foray

19 April, 2008

 

In a major diversification move, Ahmedabad-based soft drink concentrate major Rasna is cooking up a foray into the fast food mart with an exclusive chain of outlets retailing fast food and beverages. To be christened 'Devil's Workshop', Rasna's fast food chain is aimed at not just taking on fast food biggies like McDonald's but cafe majors like Barista and Cafe Coffee Day as well.

 

The diversification move has been cooking for the past six months now and has already seen Rasna set up a separate division to be spearheaded by a CEO and has set up a central kitchen at a cost of Rs 1.5 crore in Ahmedabad for the foray, sources said.

 

Rasna plans to set up small outlets of around 600 sq ft and kiosks at malls, multiplexes, educational institutions and transportation hubs, sources added. Interestingly, while National Institute of Design was roped in to design the concept as well as outlets for the food business, Rabo Bank carried out the viability study for the foray. The outlets, the first of which, are to be rolled out on a pilot basis at a multiplex in Ahmedabad this weekend, will retail not just fast food delicacies like pizzas, croissants and patties but also donuts, pastries as well as hot and cold beverages. While the cold beverages would come from the Rasna stable, the company has joined hands with Italian coffee player - Caffe Vergnano - for its coffee offerings, sources said.

 

When contacted, Piruz Khambatta, chairman of the Rs 300-crore Rasna group, confirmed the diversification and said that the company was eyeing revenues of nearly Rs 100 crore from the food business by 2009-end.

 

"We plan to target nearly a dozen tier-II cities including Pune, Chandigarh for the fast food business for which we will also take the franchisee route," Khambatta said, adding that the company would set up a central kitchen in each city it enters. Explaining the reason for the foray, Khambatta said: "We found that the biggest growth in the food retail segment is coming from ready-to-eat foods due to changing lifestyles and onset of modern retail."

 

 

 

25. Horlicks Signs Up Darsheel

22 April, 2008

 

Horlicks has a new brand ambassador in child actor Darsheel Safary of the Taare Zameen Par fame.

 

He will endorse the brand for a year. “I’ve been drinking Horlicks since childhood and really enjoy its taste.

 

“I have always been able to relate with the advertisements as it shows children like me,” said the young actor set to star in his first television commercial for the brand.

 

“Darsheel is the perfect brand ambassador for Horlicks, since he embodies the spirit of Horlicks, that is being social, spirited, full of life and vitality,” said Mr Sumeet Saluja, General Manager, GlaxoSmithKline Consumer Healthcare.

 

The company also announced two new flavours (Butterscotch and Pistachio) for Horlicks cold consumption.

 

 

 

26. Revamped Himalayan Brand Of Natural Mineral Water Launched

7 May, 2008

 

Natural mineral water manufacturer and a Tata group company, Mount Everest Mineral Water Limited, today launched its Himalayan brand of natural mineral water, in a new and international look.

 

"With the launch of Himalayan natural mineral water, we intend to travel the entire consumer pyramid, both lower and the top one," Mount Everest Mineral Water Limited's Managing Director and Chief Executive Officer, Pradeep Poddar, told reporters here after the launch.

 

The launch is the first big step in the company's strategy of moving the product to the global canvas, he said.

 

The Tata group through Tata Tea Limited holds an over 31 per cent of the shares of MEMWL along with management control.

 

The shareholding was as a result of the acquisition of a part of the investors' equity as well as preferential allotment by MEMWL.

 

India's packaged drinking water market is growing at 25 per cent year-on-year and the current market size in terms of revenue stands at Rs 1,500 crore.

 

However, the natural mineral water market is still in its nascent stage with a market size of just around Rs 100 crore, Poddar said.

 

 

 

27. Galla Foods Launches Mango Beverage GTM Nectar

5 May, 2008

 

Galla Foods, the premier exporter of tropical fruit purees, concentrates and fresh fruits has launched "Galla Thick Mango" (GTM) nectar, a fruit beverage targeting the mango loving consumers.

 

"Galla Mango will certainly satisfy the consumer's need for the best product both in terms of form and content. GTM nectar's unique formulation brings a wholesome, healthy taste of the most luscious mangoes with the highest fruit pulp content of 25 per cent in the category, as compared to 25 per cent offered by other nectar brands and even lesser fruit content of 10 per cent for the fruit drink category," Ramachandra N Galla, Chairman of the company told mediapersons after the launch.

 

The fruit has been the preferred choice of the best brand in Europe and Japan since the last three years. It is produced in-house at the state-of-the-art Galla Foods aseptic processing plant and uses the choicest of mangoes from Chittoor and Ratnagiri districts, the renowned mango belts of India, Galla said.

 

The product, the GTM bottle in 200 and 400 ml pack sizes has been specially designed too.

 

 

 

28. Kickstart Your Day With Murginns Cereals

10 May, 2008

 

New-on-the-block breakfast cereals maker, KCL Foods, has introduced its Murginns range of breakfast cereals.

 

KCL Foods' range of breakfast cereals include corn flakes, honey rings, instant porridge, and choko poko.

 

Murginns corn flakes have 0% cholesterol and less than 1% fat. Murginns honey rings, honey pops and choko poko has the goodness of grains, contains essential vitamins and minerals, has the goodness of natural honey, is fat free and has 0% cholesterol.

 

KCL Foods is part of the Rs 200-crore KCL Ltd, which is among the largest paper packaging companies in the country. The company is also a contract manufacturer for Heinz for its Complan and Glucon D brands. It earlier made Sunfill for Coca-Cola as well.

 

KCL soft launched the Murginns brand last July and expects it to be soon distributed countrywide. It is now retailing through national chains such as Reliance Fresh and Big Bazaar.

 

 

 

29. New Flavour Of Pepsi’s Tropicana Twister

14 May, 2008

 

PepsiCo has launched a new flavour of its Tropicana Twister drink, which will be introduced in returnable glass bottles.

 

The new bottle version is priced at Rs 12 for 250 ml. The Apple Rush flavour will be initially sold in select markets of southern and western India.

 

“We had launched Tropicana Twister in orange flavour nationally early this year and the market response has been terrific. We are going a step forward by introducing another flavour, Apple Rush in the portfolio and at a price of Rs 12, which is attractive to the consumers in a never-before seen packaging. Now with two widely preferred flavours, Orange Thrill and Apple Rush in the portfolio, we are catering to a wide set of consumers with different taste preferences in the fruit-based refreshment,” said Ms Sucheta Govil, VP - Innovation, PepsiCo India.

 

 

 

30. Keep Cool

26 April, 2008

 

Tops has introduced mango drink Mango Panna. It is claimed to be an effective remedy for heat exhaustion and heat stroke and claims to prevent the excessive loss of sodium chloride and iron during summer. Priced at Rs 85 for a 700 ml bottle, the product is available at all the major retail stores.

 

 

 

31. Balan Natural Unveils Jossh

26 April, 2008

 

Balan Natural Foods has launched a pulpy orange drink and another orange variant under the brand name Jossh. Priced at Rs 20, Jossh is available in 330 ml pet bottles. The company has also launched a premium variant - "pomegranate nectar with rich fibre" - priced at Rs 30. With revenues of Rs 25 crore, Balan Natural Foods hopes to reach Rs 100 crore in three years and have a pan India presence. The company supplies to airlines like Jet, Kingfisher and Go Air. Airlines contribute to about 10% of revenues, while exports to countries such as Singapore, New Zealand and Australia account for 5%.

 

 

 

 

32. Pepsi Plans Contests To Promote Youngistaan

5 May, 2008

 

Pepsi has come out guns blazing in an attempt to cash in on the Youngistaan positioning of its brand, which it unleashed with its TV ad campaign starring Bollywood stars Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone.

 

The company aims to unleash the Youngistaan spirit through a 360 degree campaign. It has come out with exciting contests and activities to engage youngsters across print, television, radio, Internet and on-ground.

 

The sequel to the first Youngistaan TVC is already on air, minus Khan. It is set in a college canteen, with the theme, ‘Chaho to sab kuch hai aasaan (If you really want something, it’s not difficult)’.

 

Kapoor is being teased by a group of friends for his escapade with Padukone’s on-screen brother, Khan, in the preceding TVC. Kapoor replies with a speech, saying the concept of Youngistaan can be made to come true, and if you really want something, you can find your way to achieving it. He’s drinking from a bottle of Pepsi all the while. The young people around him are impressed, but then he turns to Padukone and says, “Just as I wanted your Pepsi, and I made this speech so that you wouldn’t notice me drinking it.” But Padukone has the last word; she points to a huge man sitting at the next table and says, “That wasn’t my Pepsi, it was his!” Kapoor looks visibly rattled.

 

The TVC has been directed by Imtiaz ‘Jab We Met’ Ali.

 

The other Youngistaan attraction on TV is Pepsi’s tieup with MTV for What’s Up – the Voice of Youngistaan News Bulletin. The news capsule features youngsters and their concerns about happenings around them. The news bulletin is aired on the channel at regular intervals through the day.

 

Pizza Hut has been roped in for the on-ground activities. Visitors to the 62 outlets of Pizza Hut can use Youngistaan Cards to avail of discounts on select products. Youngsters can send an exciting SMS on how they define Youngistaan; the name and message of winners will be displayed on the TV screens at Pizza Hut. Similarly, youngsters can express their take on what Youngistaan means to them by visiting the Youngistaan website on their mobiles.

 

FM listeners can make their presence felt in the Youngistaan campaign by tuning in to Red FM’s popular show, Chavani Athani, which is running a full 10 minute slot in which listeners can call in and describe what Youngistaan means to them. The best slogans will be made into ads and run on the radio channel for the day.

 

Several newspapers are carrying a column called Youngistaan ka Daily Dose, in which they try to capture the spirit of Youngistaan through catchy phrases full of attitude.

 

Sandeep Singh Arora, executive vice-president, marketing, cola, Pepsico India, explains the idea behind the 360 degree campaign, “For today’s generation, Youngistaan is almost a currency. They are all for fearlessly speaking their mind and displaying a bindaas attitude. They are go-getters, irreverent, cheeky and so they are the true ambassadors of Pepsi.”

 

Arora adds, “All the promotional activities built around the Youngistaan campaign strive to achieve active youth engagement by providing differentiated communication. The ultimate aim is to connect with the youth, building on the expression of “Yeh hai Youngistaan meri jaan”.

 

 

 

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