Pepsico ropes in Vidya Balan to endorse new Aliva range

PepsiCo India has appointed actor Vidya Balan as brand ambassador for its snack brand Aliva. The appointment coincides with the launch of three new products - ‘Multigrain Waves’, ‘Milk Minis’ and ‘Crispy Thinz’, each available in two variants.

Commenting on the new variants, Vidur Vyas, marketing director - foods, PepsiCo India, said, "At PepsiCo, it is our constant endeavour to innovate and diversify our portfolio to offer both enjoyable and healthier offerings to our consumers.”

On Balan's appointment, Vyas said, “An accomplished actress, a woman of substance and an affable personality, Vidya is a great match to highlight the brand’s positioning of a snack jo tasty hai, accha hai. We look forward to the partnership and are confident that it will be mutually rewarding."

The launch will be supported by a 360-degree campaign featuring Balan that will be unveiled shortly. JWT India is the creative agency.

Besides Balan, Aliva continues to be endorsed by Chitrangada Singh who has been the face of the brand since 2009.