TN largest market for orange soft drinks in India

Tamil Nadu is the largest market for orange soft drinks in India, followed by Maharastra and Andhra Pradesh. The state enjoys 14 to 15 per cent market share of the estimated 70 million cases of orange soft drink sold across India every year.

Addressing a press conference here on Thursday, Venkat Shankar, executive director-South, PepsiCo India, said that a new look and brand positioning has been planned for Mirinda across the country. Tamil Nadu, being the largest market for the orange soft drink, we decided to launch the new logo first in South, he added.

Talking about the new brand positioning, Pratik Pota, executive vice-president-flavours, PepsiCo India, said that the company has launched a punch line - 'use your mouth well', incorporating elements of self-expression, aimed at the youth. The tagline for Tamil is Vaikku Kudange Nalla Use.

The new commercial created by the advertisement agency JWT, would go on air from March 3, 2006. Actor Asin, who is popular in Tamil, Telugu and Malayalam movies, will be the new brand ambassador for the South India.

Shankar declined to disclose the details of the amount spent by PepsiCo India on advertisements.

Pota said Mirinda would have a new brand ambassador at national level, and the advertisements of Mirinda, at national level, would be launched in a week's time.

When asked about the benefits of the relaxation of service tax on soft drinks, which was announced in the recent budget, Shankar said that it would mean a saving of 20 paise per bottle. However, he added that it would be difficult to transfer the saving to the end customer.

He said that the company would deploy the cost saving in improving its resources and infrastructure.