March 10, 2021
Featuring actor Salman Khan, PepsiCo India has already launched multiple brand campaigns including one for cola brand Pepsi.
Restarting mobility with more increased pace and vaccine driven atmosphere, early onset of the summer season and big-ticket events such as IPL, big brands are eyeing to leverage both mainline and digital media platforms to boost consumption of various food products including cold drinks and ice creams.
Numerous adverts of thirst-quenching drinks and coolness of ice creams are making a comeback as summer advertising kicks in after a delirium last year owing to the pandemic.
A variety of businesses in FMCG firm, cooling products, food and beverages, and ice creams are gearing up to launch campaigns tapping into summer categories that contribute over 10-15% of the country’s ₹80,000 crore advertising expenditure (adex), according to media buyers’ estimates.Show original message
“Our plans are going to be largely on ATL (above the line) platforms driven by television followed by print. We will be launching our campaign by the end of March and it will be run for at least two-and-a-half-month till mid of June. We are also considering to have some play during IPL but on Disney Hotstar,” said Vincent Noronha, VP, marketing and business head, parlours, at Havmor Ice Cream.