Pakistan's top film celebrity Reema said her work with 'Pepsi Cola' has breached new frontiers when it came to advertising in Pakistan and the way celebrities had been projected so far by different brands, a press release said here on Wednesday.
Reema was speaking at an event held here on Wednesday at Cineplex to unveil her new ad campaign with Pepsi Cola. Reema's association with Pepsi Cola started last year with a very well conceived and then equally well received ad. An independent research company, after a public survey, found the ad as the best for the year 2004, the release said.
Reema said signing up of local celebrities by international brands of the stature of Pepsi Cola enhanced the image of Pakistan. "I do feel the new ad will be remembered for its supreme production quality, its concept and of course my presence," she added with a smile, the release added.
Reema happened to be the first Pakistani film star signed as brand spokesperson by the international soft drink manufacturer. Recently, another film celebrity, Shaan has also joined the prestigious list of Pepsi stars. Ali Zafar, the latest music sensation has been paired with Shaan in that ad.
In the past the brand worked with Cricket and Music stars and some of the best-known names of both the fields have been in that list. Some of these celebrities were Imran Khan, Wasim Akram and Saeed Anwar amongst other cricketers and music groups that were associated with the brand were Vital Signs, Awaz and Strings.
World-wide, Pepsi Cola has worked with female stars such as Madonna, Britney Spears, Beyonce in the USA; and Spice Girls in Britain, to name a few. Pepsi Cola Director Marketing Khalid Alvi on this occasion said Pepsi's partnership with Reema last year had built on the singular platform of popularity across all age groups in Pakistan.
He added Pepsi was glad that its endeavour to work with a female showbiz star had worked exceedingly well. "We would continue to break new avenues, be it finding celebrities for the top brand of the country or developing interesting advertising ideas."
The electronic media ad was completed after an extensive process of four months. Production and postproduction was carried out in Malaysia drawing upon the technical expertise and equipment used in some of the most developed countries.
Interflow Communication Chief Executive Tahir A Khan said during last two decades people had developed a certain level of expectation out of Pepsi ad campaigns. "The challenge for us was to raise that bar of expectation further and here you have Reema - a perfect South Asian beauty - presented as a woman in action oriented environment". Tahir added Pepsi's marketing team deserved credit for being innovative in its approach and supportive of ideas that are creative, modern and fun in their approach.-PR
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