PepsiCo India yesterday launched its packaged nimbu pani 'Nimbooz' under its 7Up brand in Gujarat.
Alpana Titus, executive VP, flavours, PepsiCo India, said that summer is the ideal time for a refreshing drink like Nimbooz. The drink is affordable and convenient as it is a ready-to-drink product that is both convenient and hygienic.
A television commercial, created by BBDO India, promoting the product will be on air soon. The on-ground initiatives will be supported by a TV commercial that reflects Nimbooz's 'Ekdum Asli Indian' proposition.
PepsiCo has also 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.
PepsiCo claims that Nimbooz contains no artificial flavours and contains real lemon juice.
Nimbooz, will be available across the country in three packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra and attractively priced at Rs10, Rs15 and Rs10 respectively.
The company plans to add variants and more flavours to Nimbooz once the product takes off.
PepsiCo had created a special 'Nimbooz Highway Gadi' to visit the four major highways connecting Delhi to Lucknow, Jaipur, Dehradun, Agra to drive trials and consumer education.