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Smiley Company looks to cash in on the ubiquity of its trademark emoji

Can Smiley Company rise above its generic status in the Indian market?

Smiley Company looks to cash in on the ubiquity of its trademark emoji
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Urvi Malvania Mumbai
When PepsiCo launched its global campaign, ‘jaisa mood, waisi Pepsi’ (A Pepsi for every mood) in India two years ago, it was the first time that the Smiley emoji made its transition (legally) from the phone screen to a product on a shop shelf and; from the sphere of personal communication into the brand lexicon in the country. Now as The Smiley Company  brings its licensing business that spans the globe with a 100 companies on its licensee list into India, the challenge will be turning the universally popular symbol of happiness into a valued brand? 

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