Beverages and snacks majorPepsiCo India expanded its cola portfolio on Thursday with the launch of 'Pepsi Atom' and has roped in Bollywood actor Sushant Singh Rajput as its brand ambassador.
Pepsi Atom is the second mainstream cola from PepsiCo India portfolio, after the
company's flagship brand, Pepsi, PepsiCo India said in a statement.
"Created for the Indian market, in collaboration with PepsiCo's global innovation team, it is a result of extensive flavour development and consumer testing in the country," it added.
Commenting on the development, PepsiCo India CEO, (Beverages) Gautham Mukkavilli said that it is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer.
"India centric innovation or 'indovation' is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment," he added.
Pepsi Atom is available across the country in various packaging including a 250 ml can at an introductory price of Rs. 15 and a 500 ml PET bottle at Rs. 25, the company said.
200 ml returnable glass bottles (RGB) are also available in select markets at Rs. 10, it added.
PepsiCo India Vice President-Beverage Marketing Deepika Warrier said Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit.
"From robust distribution to large-scale sampling; high-visibility launch at the company sponsored T20 League to an insightful and relatable campaign, we have aggressive plans," she added.
The company said it is leveraging the on-going T20 League, 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, it added.
© Copyright © 2013 HT Media Limited. All Rights Reserved.