At the onset of the summer, PepsiCo India has launched packaged nimbu paani, Nimbooz by 7UP. The product has been created to suit Indian tastes.
PepsiCo claims that Nimbooz contains no artificial flavours and contains real lemon juice.
Speaking about Nimbooz, Punita Lal, executive director, marketing, PepsiCo India said, “PepsiCo is delighted to introduce Nimbooz, a packaged nimbu paani offering specially developed to suit Indian tastes and preferences. Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality.”
Alpana Titus, executive VP- Flavours, PepsiCo India said, “Nimbooz will be relevant and affordable offering for consumers on the go because of its ready-to-drink format that is both convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect.”
PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. The on-ground initiatives will be supported by a TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. The film has been created by BBDO India.