Priyanka Chopra may become the international face of PepsiCo

Priyanka Chopra may become the international face of PepsiCo
February 12, 2013 – business-standard.com

May join the ranks of Aishwarya Rai Bachchan, Hrithik Roshan and Anil Kapoor with a deal rumoured to be around $1 mn

Priyanka Chopra, Pepsi, Oh Yes Abhi Bollywood star Priyanka Chopra, who recently made a mark at the global music arena with her debut album, is set to join the league of international pop diva Beyoncé Knowles — on a different stage. She is set to be, like Knowles, part of PepsiCo’s exclusive club of global brand ambassadors.

Chopra is close to striking a deal with the food and beverage major to become its international face. The details of the price at which the deal is being reached is not known, but those tracking the developments say it could be $ 1- 1.2 million. Last December, the company had roped in Beyoncé in a $ 50- million deal. Earlier, it had a deal with singing sensation Britney Spears, too.

Having recently made a comeback after four years to strengthen Pepsi’s connect with the Indian youth, Chopra is now set to be among the first Indians to endorse massmarket products globally. Before her, fellow Bollywood actors Aishwarya Rai, Freida Pinto (of Slumdog Millionaire fame), Hrithik Roshan and Anil Kapoor, among others, have been global brand ambassadors for some premium products.

Chopra’s solo album has already been nominated for the World Music Awards, 2013, under three categories —best debut, best song and best video. Her debut single, ‘ In My City’, won triple platinum awards in India and was chosen as the theme song for the NFL Network’s ‘ Thursday Night Football’. PepsiCo is among NFL’s large sponsors. The video of this song was viewed by over one million people in the first four days and its launch featured brand placements by Nokia and luxury car maker BMW.

A PepsiCo spokesperson said: “Priyanka Chopra is a multi- faceted personality who has consistently pushed the envelope in her chosen professions — from modelling to movies and now to music — making herself the perfect choice for Pepsi’s new positioning in India, ‘Oh Yes Abhi’. Our global plans are still being finalised and we can’t comment on pending activation plans in other markets.” An official spokesperson for Chopra declined to comment.

Chopra is represented globally by Los Angeles – based Creative Artists Agencies ( CAA), a top Hollywood talent agency. In India, CAA has a tie- up with Kwan Entertainment and Marketing Solutions, a celebrity management company. CAA represents many top global music and cinema celebrities, including Spears, Mariah Carey, Penelope Cruz, Sandra Bullock and Tom Hanks, among others.

Experts say, with a price tag of Rs 4 crore for an endorsement in India, Chopra currently has nine contracts, including those of Nokia, Nikon, Samsung, Garnier, Bru, Sahara Q store, Blenders’ Pride Fashion Tour, Hero Honda and Dabur. She also had a year of success in Bollywood, with her film Barfi being nominated as India’s official entry for the Oscars.

“It’s logical to get a celebrity from the world’s second- most populous nation to endorse a brand in the global market. Chopra already has a good fan following in the western world with her successful musical debut. She offers Pepsi a perfect blend of the East and the West; of music lovers and movie buffs,” says brand expert Harish Bijoor.

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