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OMG - Asia creates big appeal for Pepsi & Lays brands with innovative in-store branding

May 26, 2014

The branding reinforces Pepsico's deep association with IPL 2014

In the peak of IPL 2014 season, Omni Marketing Group (OMG) - Asia has executed a series of innovative branding initiatives for Pepsico's Lays and Pepsi brands at leading retail chain stores across the country. To help shoppers keep track of IPL matches while they spend at the retail stores, OMG-Asia put up live IPL scoreboards at the Auchan and Spencers stores in Gurgaon. The scoreboards was placed in the display area for Lays and Pepsi products.

OMG-AISA also created bay breakers for Lays and Pepsi brands at retail chain stores in multiple cities. Bay breakers were set up at Easyday stores in Gurgaon, Ghaziabad, Bangalore, Mumbai, Patiala and Jalandhar, Tesco stores in Ahmedabad, Bangalore, Pune, Mumbai and Thane, Reliance store in Mumbai, Spencers store in Gurgaon and Chennai, among others.OMG-AISA also executed pillar branding for the two brands in key stores in Gurgaon, Ghaziabad, Mumbai, Bangalore and Chennai.

Further, to build awareness of the Pepsi VIP Box at every IPL venue and to attract shoppers to pick Pepsi from the VIP box, OMG put up Pepsi VIP box floor stacks at the Easyday stores in Gurgaon and Ghaziabad, and the Spencers store in Gurgaon.

The other branding initiatives included branding of the entry gate of Easyday store in Gurgaon and use of aisle drop downs at the same store.

Commenting on the branding initiative, Sushant Dayal, Customer Marketing Manager- PO1, Pepsico, told Point-of-Purchase that "we selected top towns and high throughput stores in Delhi, Mumbai and Bangalore which contribute major volumes for the category to gain share and visibility.”

Talking about the scoreboard innovation, he said that it was "executed to attract consumers and create engagement on the shelf. This was for a better consumer connect so that additional mindshare and recall for the brand is created. Since, during IPL everyone is excited to know about the scores, this initiative enhanced Pepsi's association with IPL and created enough eyeballs on the shelf.”

Ashwini Kharbanda, Country Head & Managing Partner (India), Omni Marketing Group (OMG) - Asia, explained that OMG leveraged its presence across India to execute the "innovative design, fabrication, installation, maintenance and de-installation across modern trade stores in India.”

"Post every installation, pictures and reports were shared internally and with the client,” he said.


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