September 30, 2020

PepsiCo, Airtel ink co-branding pact; pay as you go customers to get free 4G information on Pepsi snack buys



Kolkata: PepsiCo India has inked a co-branding pact with Bharti Airtel below which pay as you go customers of the Sunil Mittal-led telco will get upto 2GB of free 4G information on buy of Lay’s, Kurkure, Uncle Chipps and Doritos snack packs from September 1.

The maker of Pepsi cola and Lay’s snacks amongst others, is seeking to leverage the upsurge in cell web consumption for enhancing snack gross sales as extra individuals proceed working from residence in these instances of Covid.

Below the Pepsi-Airtel pact that goes reside September 1, India’s second-largest telco will get its branding splashed on packs of Lay’s, Kurkure, Uncle Chipps and Doritos, and in addition on supporting advertisements on TV channels being put up by PepsiCo India. The Indian arm of US drinks and snack maker, the truth is, has roped in massive names from Bollywood to characteristic in separate advertisements to unleash a consumer-focused media blitzkrieg.

The `Kurkure’ advert will characteristic actor Akshay Kumar and the Lays advert, actor Ranbir Kapoor, high PepsiCo India executives revealed.

“Insights present shoppers are having fun with our merchandise and in search of comfort whereas working and watching content material at residence…the partnership with Airtel is an ideal match that can additional praise the in-home expertise of shoppers,” Dilen Gandhi, senior director & class head (meals), PepsiCo India informed ET.

He mentioned the pact with Airtel can also be an instance of how main company manufacturers are working in the direction of customising their initiatives primarily based on shopper insights.

Airtel’s chief advertising officer Shashwat Sharma, in flip, mentioned the telco has partnered with “PepsiCo to reward loyal clients with complimentary information to unlock a world of digital experiences on Airtel Thanks, once they purchase their favorite packet of snack”. He added that the pact would additionally allow PepsiCo’s clients to expertise Airtel’s 4G information companies community.

Below the pact, Airtel’s pay as you go clients, who make up practically 95% of the telco’s close to 280 million consumer base, will take pleasure in free 4G information advantages on shopping for Rs 10 and Rs 20 packs of Lay’s, Kurkure, Doritos and Uncle Chipps. They’ll get 1 GB of free information on snack packs priced at Rs 10 and 2GB on these priced at Rs 20. They’ll redeem the supply thrice per distinctive cell quantity. Which means, a family, sometimes, with three Airtel pay as you go connections can redeem the free information vouchers upto 9 instances collectively on shopping for these Pepsi snack meals through the Pepsi-Airtel shopper initiative that shall be legitimate until January 31, 2021.

Airtel’s pact with Pepsi additionally comes at a time when the telco’s information utilization per buyer jumped to 16.three GB sequentially from practically 15 GB within the June quarter.

Airtel clients should test the free information voucher code printed behind Lay’s, Kurkure, Uncle Chipps or Doritos packs, choose the ‘My Coupons’ part within the Airtel Thanks app, and enter the voucher to say the profit.

Gandhi mentioned the partnership with Airtel is a transparent win-win, each shoppers of PepsiCo’s manufacturers as they get a chance to recharge information whereas working from residence. And for Airtel too, this pact can be a singular option to interact with shoppers in “a litter breaking method”, in that, not through the same old shopper communication routes taken by telcos by means of discussions round tariffs, networks or shopper expertise.