PepsiCo pushes Nimbooz as ‘asli’ Indian thirst quencher

PepsiCo India has rolled out a set of three new commercials for Nimbooz to refresh the brand and move forward its ‘asli' (real) brand positioning.

The campaign, created by BBDO India, creates a new language for Nimbooz that weaves in the sounds and feel of everyday India into the communication and makes it more relatable. Said Alpana Titus, VP, PepsiCo India, “Having owned the authenticity space in consumers’ minds through some unique visual codes (lemon squeezer), it was now time for the brand to own a distinct cultural context that makes it even more relatable.”

Created by BBDO India, the first commercial dramatizes how an everyday discount sale turns into a battleground for two value-conscious aunties, as they scramble to outrun each other for the last piece. A mighty effort that whips up an ‘asli’ Indian thirst; the winning aunty, then, refreshing herself with a bottle of Nimbooz.

Watch TVC here

The second commercial showcases a typical Indian wedding and the relentless dancing that comes with it. Nimbooz once again refreshes this uniquely Indian thirst moment.

Watch TVC here

The third commercial in the campaign tracks a daily commute of an Indian salesman as he adjusts, negotiates, squeezes in and hangs-on to various offbeat modes of travel! A journey that gives rise to the ‘asli’ Indian thirst that is quenched by Nimbooz.

Watch TVC here.

Commenting on the campaign, Sandipan Bhattacharyya - executive creative director, BBDO India – said, “It’s a celebration of being Indian in the most everyday moments. We saw our own lives through a quirky lens and realised there are so many uniquely Indian moments of thirst that no other brand but Nimbooz could stake its rightful claim on. Then all it needed was a little exaggeration and a great director!”

The films have been directed by Abhijit Chaudhuri (Dadu) of Black Magic Motion Pictures and written by Sandipan Bhattacharyya and Varun Goswami of BBDO India.