Google+ Consumer Psyche: Desi-beats, triangles and Kareena!


Wednesday, December 10, 2008

Desi-beats, triangles and Kareena!

The campaign, which breaks on television today, will show Kapoor as a simple girl who finds her own stature as a young vibrant Indian woman after her fairy godmother introducing her to Desi Beats. Pepsi is bullish on Kapoor’s chiming ‘No fun without desipan’ campaign to take the market by storm.

“Desi Beats is our answer to the triangle proposition in the market. Kapoor’s vibrant persona, pan-India appeal and confident attitude make her the right fit for endorsing this new Frito Lays creation,’’ says Gautham Mukkavilli, the managing director of FritoLay and now also the president (India region) of Pepsi.

For Kapoor, 28 and one of the highest paid actresses in filmdom, Pepsi is the eighth endorsement to fall in her kitty this year, making her the highest paid actress from tinsel town in the ad world. After a brief hiatus from films last year, Kapoor returned with her newly sculpted figure last year and the cash counters haven’t stopped ringing for her since then both in terms of films and endorsements.

Brands dealing in cosmetics, personal care products, jewelry and lifestyle products have lapped up the opportunity to leverage her star power given her connect with the youth. This year she was roped in by brands like ITC for its Vivel soap, Head & Shoulders, Globus, D D’mas for Geetanjali, Anne French and Emami and Airtel, even as her contracts with ICI Paints and Citizen Watches drew to a close. Her contract with ITC, which at Rs 5 crore was thought to be the highest for her this year, has now been topped by Pepsi, putting her in a commanding position in her peer group. You could call it Kapoor power.

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