KBC fizz -- Pepsi renews Amitabh contract

Our Marketing Bureau
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New Delhi: Following his stupendous success with Star TV's game show Kaun Banega Crorepati (KBC), Pepsico has decided to renew its association with Amitabh Bachchan. The soft drinks major has already launched a couple of city-specific promotions with the superstar.

Amitabh Bachchan used to be the face for Pepsico brand Mirinda Lemon till the year 1999. The star had been associated with the Mirinda Lemon brand for long, with his tag line Jor ka jhatka, dheere se lage having become part of the patois. While the buzz was that Pepsi had dropped Amitabh during the year 2000, Pepsi maintains that the star was always with the soft drinks major. But now, his contract, says the Pepsi Foods spokesperson, with Pepsi has been renewed in December 2000.

Interestingly, Pepsi is likely to use Big B in a different light now-keeping in line with his KBC persona-rather than play the same old cameo he did for the Mirinda Lemon. ``The idea then was to cut through the clutter and introduce Mirinda Lemon,'' says the spokesperson.

While details are not available, Pepsi may use him across all its brand portfolio and not necessarily for just Mirinda Lemon, the brand he endorsed earlier. The company is currently holding a series of consumer contests with the superstar for its flagship brand Pepsi. Pepsi Khol Amitabh Se Bol; Pepsi P For the Big B; and Amitabh Brigade in Ahmedabad wherein consumers were allowed to meet Amitabh Bachhan in person.

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