The Big B of Indian cinema, Amitabh Bachchan, has been roped in by Pepsi through a multi-million rupee deal to endorse its newly launched cloudy lemon brand, Mirinda lemon, sources in Pepsi India told PTI.
"Yes, we have signed Amitabh Bachchan for Mirinda lemon and advertisements featuring the star actor will be brought out shortly," a company spokesman said.
Advertisements featuring Bachchan are currently being shot in south India and will soon feature in print and electronic media with the slogan "Zor ka jhathka dheere se lage".
Pepsi India had earlier signed macho Bollywood stars Akshay Kumar and Shah Rukh Khan to promote Pepsi Cola, while tennis doubles stars Leander Paes and Mahesh Bhupathi are promoting the 'Seven Up' clear lime drink.
Bachchan was signed for the brand due to his popular 'angry young man' image as well as a flair for comedy, the sources said.
"Research shows cloudy lemon is consumed by people in the age group of 25 to 35, mostly men. Amitabh's image of an angry young man will fit in well with this group of people," the sources said. Another reason for signing Amitabh was his enormous popularity in the northern region, where cloudy lemon drinks have fared well. The contract for product endorsement and advertisement campaigns could run for three years, the sources said adding renegotiations could take place at the end of the contract period.
Pepsi, which has made 1998 'the year of lemon and lime', had launched the cloudy lemon drink about 10 days back in the capital and is currently in the process of introducing it in various parts of the country.
Mirinda was launched in India in an orange flavour and is promoted by an advertisement campaign featuring the popular 'Mirinda Men'. (PTI)
"Mirinda lemon launched here is only an extension of the international product portfolio," the sources said. Other than Mirinda lemon, PepsiCo has two other cloudy lemon brands - Duke's Lemonade (available only in Mumbai) and Teem.
Though Mirinda worldwide is available in apple and strawberry flavours, Pepsi India has no plans at the moment to launch them here, the sources said.
Asked whether Bachchan would endorse the Mirinda orange drink as well, the spokesman said "the campaign for the orange flavour would continue with the popular advertisement of Mirinda Men".
PepsiCo had relaunched the Mirinda brand in 1996, which the sources said has a recall rate on par with brand Pepsi. (PTI)
A few months back the company relaunched the Seven Up brand for the third time since introduction in India and brought out an advertisement campaign featuring the famous Indian tennis duo.
