PepsiCo India has signed on Telugu-movie actor Ram Charan Teja to endorse Pepsi in the state as part of the company's ongoing Youngistaan campaign in Andhra Pradesh. Charan is the son of Telugu cinestar Chiranjeevi, who was Thums Up's brand ambassador in AP for a long time.
Ram Charn Teja will be able to work wonders with the brand, the company believes. Thums Up already has a strong presence in Andhra Pradesh.
Chiranjeevi, Thums Up's brand ambassador for a long time, was replaced by actor Mahesh Babu in 2007.
Thums Up is the number one cola brand in India even though it sells in only 30 per cent of the market.
According to AC Nielsen data, Thums Up is the No.1 dark-cola beverage brand with a 16.4-per cent market share in India, followed by Sprite with 15.6 per cent and Pepsi at 13 per cent.
The Indian soft drink market stands at Rs7,500 crore, of which colas constitute 38 per cent followed by clear-lime brands like Sprite and 7 Up at 21 per cent.