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Pepsi has come out with a new catch phrase for the youth in Tamil Nadu. After the tagline of 'Indha Ullam Ketkume More', it has now evolved 'Indha Dhagam Perisu'.

'Indha Dhaagam Perisu' premiers tomorrow in a mega TV Commercial (TVC), featuring three hugely popular youth icons. In a casting coup of sorts, Pepsi has roped in the rising star of Tamil cinema Surya to co-star with Madhavan. The TVC also features Pepsi’s popular brand ambassador Preity Zinta.

Conceptualised by Priya Madhusudan and Indu Balachandran of Pepsi’s ad agency JWT (Chennai), the ad has been directed by well-known ad filmmaker Prahlad Kakkar, and the catchy jingle has been sung by popular singer Shankar Mahadevan.

According to Shashi Kalathil, Executive Director (Marketing), Pepsi Foods Pvt. Ltd., “Pepsi over the last year has been building up towards a mega platform for the restage of ‘Yeh Dil Maange More’ (Indha Ullam Ketkume More). While the new line is an evolution from the previous, the fact that it is replacing a very successful, very loved tagline that has sustained for five years requires a bigness in concept and execution of the change. This transition is built around the key insight that youth today not only dream and yearn to get more out of life but have the assertive spirit and confidence to make things happen.”

According to Prakash Iyer, Head of Pepsi’s operations in the southern region, 'Indha Dhaagam Perisu' is a natural progression of the 'Indha Ullam Ketkume More' thought, and comes as a part of the constant process of self renewal that all our brands undergo. The new tagline represents the mood of the youth in the country today – irrepressible and confident. Madhavan and Surya personify these sentiments, and truly represent the Pepsi spirit.”

The TVC, in inimitable Pepsi style, articulates the philosophy behind 'Indha Dhaagam Perisu', by depicting a day in the life of two parking attendants, played by Madhavan and Surya. The film also stars Preity Zinta in her first Tamil commercial. What do Surya and Maddy do to win her attention? Pepsi’s new spirit - dare to dream bigger, and win - forms the basis of the storyline. It brings out the attitude of today’s youth who dare to go beyond the ordinary to make life more exciting. It’s all about daring to create the life one wants to live.

With the new TVC, Surya makes his debut as an ambassador for Pepsi - the country’s most popular soft drink brand. Surya has been the fastest rising star in Tamil cinema, giving three consecutive box-office hits in the last two years with 'Mounam Pesiyathe', 'Kakkha Kaakha' and 'Pithamagan'. His upcoming projects include 'Perazhagan' and 'Chennaiyil Oru Mazhaikalam'. Surya first made a mark with the 2001 release 'Nandaa'.

Shashi Kalathil said there was no need to work on improving the quality of water used for the manufacture of Pepsi products in India. The product matched the EU standards of quality and therefore the product did not have to be changed. The product was in conformity with international standards and was absolutely safe to drink, he added.

“We have met all standards – national and international-- and therefore there was nothing to worry about. However, in view of the controversy generated, testing had been made more rigorous. We are aware that we have to be more responsible in water usage. IN that sense, we are looking at our own processes and are always trying to improve it”, Shashi added.

However, Shashi admitted that there was a dip in sales for a few months from September. Pepsi was growing fast at 30 per cent around August last year but the controversy affected the sales to some extent and the company ended the year with only a 20 per cent growth figure. Sales were normal now, he added.

Surya said he had been made aware of the testing and the quality standards. He said he was happy with the quality and there was no problem with the drink at all. “It was only after they answered all my questions did I agree to do the commercial”, he added. “It is safe”, he added.

Madhavan too said he was absolutely sure the drink was safe. “I have been drinking Pepsi in the last few years and I have had no problem at all. In fact, recently I have even lost some weight.”

He has been a popular brand ambassador for Pepsi for the last few years. He has featured in the last three Tamil films by noted director Mani Ratnam - 'Kannathil Muttamittal', 'Alai Payuthe' and 'Dum Dum Dum'.

'Indha Dhaagam Perisu' comes close on the heels of a change in the international tagline for Pepsi Cola - from 'Ask For More' to 'Dare For More'. Over the last decade, Pepsi’s memorable taglines have gone on to become part of the popular youth lingo in the country.    

'Indha Ullam Ketkume More' was launched in Tamil Nadu along with the national 'Yeh Dil Maange More' tagline to coincide with the 1999 cricket World Cup in England. During the 1996 cricket World Cup in the Indian sub-continent, Pepsi’s 'Nothing Official About It' campaign, featuring some of the top-notch cricketers of various countries, was an overwhelming success. Earlier, Pepsi’s taglines such as 'Are You Ready For the Magic' and 'Yehi Hai Right Choice Baby' captured the imagination of youth across the country.

RR