Kolkata, August 31, 2009: Consumers across West Bengal and North Eastern states of India can now have their favourite nimbu paani in a more hygienic, enjoyable and convenient way. Nimbooz by 7Up, PepsiCo India's hot-selling packaged lemon juice, today made its much-awaited debut in the East India market.
PepsiCo India, the country's leading food & beverage company, launched Nimbooz in West Bengal in user-friendly, convenient packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra attractively priced at Rs 10, Rs 15 and Rs 10 respectively.
Inspired by the popular home-made, fresh nimbu paani, the favourite household beverage across the country, Nimbooz by 7Up has been specially created to suit local tastes. Nimbooz by 7Up is a delicious nimbu paani, with real lemon juice, no fizz, and no artificial flavours. Available in trendy, convenient packs, Nimbooz is a great way to enjoy your favourite nimbu paani in a hygienic format.
Launching the new offering here today, Ms Alpana Titus, Executive VP-Flavours, PepsiCo India, said "Nimbu paani is a well loved Indian drink, and Nimbooz by 7Up brings consumers this popular taste backed by PepsiCo quality. We have specially developed it to suit local tastes and preferences, and made it available in affordable, hygienic and convenient packaging for consumers on-the-go. The introduction of Nimbooz by 7Up is yet another initiative from PepsiCo India to further widen our already large portfolio to cater to diverse needs and tastes. With this launch Nimbooz will now be present in all the regions in the country."
PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz by 7Up in the state. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors.
Complimenting the on-ground initiatives is the TV commercial that reflects Nimbooz's 'Ekdum Asli Indian' proposition. Aggressive trial generation & sampling initiatives will also be taken forward across major cities and towns in the state.
The film is a combination of some traditional Indian symbols and state-of-the-art photography techniques that bring alive the refreshing and appetizing taste of real Nimbu Paani. A traditional wooden lemon squeezer has been used to dramatise the authenticity of Nimboozby 7Up.
The film has been directed by Pradeep Sarkar of Apocalypso filmworks and the creative mind behind the film is Sandipan Bhattacharyya from BBDO India.
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and beverage company. The group has built an expansive beverage , snack food and exports business and to support the operations are the group's 43 bottling plants in India , of which 15 are company owned and 28 are franchisee owned. In addition to this , PepsiCo's Frito Lay snack division has 3 state of the art plants. PepsiCo's business is based on its sustainability vision of making tomorrow better than today. PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com
Mrinall Kanti Dey
General Manager - Corporate Communications