Pepsi launches new fizzy Atom to meet Indian summer thirst

As the tropical Indian summer gets hotter by the day, PepsiCo has launched a new cola drink in a renewed effort to catch up with market leader Coca Cola.

The Pepsi Atom, launched before the media in New Delhi on Thursday, is supposed to be 'stronger and fizzier' than the original Pepsi. The company called it PepsiCo's ''biggest beverage innovation'', created especially for the Indian market by its global innovation team.

The Pepsi Atom is ''the result of extensive flavour development and consumer testing in the country", the company said.

Bollywood actor Sushant Singh Rajput of Kai Po Che fame has been roped in as the brand ambassador for the new cola.

Packaged in black and blue colours, Pepsi Atom is available at an ''introductory'' price of Rs15 for a 250 ml can and Rs25 for a PET bottle of 500 ml. The standard returnable 200 ml bottle costs Rs10.

Gautham Mukkavilli, chief executive officer beverages for PepsiCo India, said, ''India-centric innovation or 'indovation' is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to investing in the brand and make it a key player in the carbonated beverage segment.''

PepsiCo India vice-president (beverage marketing) Deepika Warrier said the Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste.

"From robust distribution to large-scale sampling; high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans," she said.