Chennai, December 21, 2009: Mirinda, No. 1 Orange drink in Tamil Nadu from the PepsiCo portfolio, today uncorked one of the biggest-ever and unique consumer initiatives in Tamil Nadu, offering quite literally a ‘goldmine’ of goodies for consumers in the state.
At a time when gold prices are at an all-time high, Mirinda’s unique initiative, featuring popular Bollywood heartthrob Asin, offers an opportunity for consumers to win gold worth Rs. 5000/- each by simply keeping a bottle of Mirinda at their home.
As a part of this campaign ‘galatta squads’ will visit households in pursuit of the missing galatta from Asin’s life. If the Galatta squad finds a Mirinda (any pack size) at home, they will reward the household with Gold worth Rs. 5000/-. There are 1000 gold coins worth Rs 5000/- each to be won – a total offering a whopping Rs 50 lakh to consumers. As many as 900 winners will be selected through the galatta squad visit, and another 100 winners will be chosen from household visits organized by partner radio channel.
But households without a Mirinda bottle need not lose heart. Even if the galatta squad does not find a Mirinda at home, the household still receives a discount coupon redeemable on a 2-ltr Mirinda Orange bottle. What’s more - all visited households get to enter a slogan contest, top 25 winners of which will get a chance to meet Asin.
Speaking on this occasion, Ms Alpana Titus, Executive Vice-President Marketing - Flavours, PepsiCo India, said, “Pongal is the best time to indulge in fun and happiness in South India, and Mirinda, with this new creative expression urges consumers to get more fun. Life would be so much more exciting if we were all more spontaneous, cheery and unrestrained. The campaign aims to explore how one can manage to extract some fun and humour from otherwise normal, monotonous situations in everyday life. We have attempted to incorporate this theme in all aspects of the brand communication, extending it to our packaging as well This campaign will further strengthened the presence of Mirinda in the Tamil Nadu market and build closer association with the consumer."
This is the first ever consumer campaign in the sate with a complete 360 degree approach, with the contact points extended on TV, radio, print, outdoors, point-of-sale communication and even through SMS. The campaign will run in seven cities - Chennai, Coimbatore, Salem, Trichy, Thirunalveli, Madurai and Pondicherry. The campaign will be valid till January 17, 2010.
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
Alliance Public Relations