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2) Pepsi

Pepsi India, instead of using its celebrity endorsers, has used its CEO - Rajiv Bakshi. This was done as a result of a market research conducted, which showed that the consumers wanted the man who runs the company to himself come and tell the people that Pepsi is safe to consume.
In the ad, Rajiv Bakshi leads the consumers to the Pepsi Company factory and explains the entire process of making the cola. Bakshi has won honesty and credibility. But some critics feel that using Bakshi is a disadvantage as he is known only to the corporate world, journalists, etc., and not to the common man.

In 2003, Pepsi came out with the "Pepsi Safe Hai Campaign" featuring Shah Rukh Khan and Sachin Tendulkar.

3) Cadburys

Cadbury India was caught in the worms controversy. The company kicked off a three-step programme under the name of Project Vishwas, involving the trade, specifically distribution and retail channels. The nation-wide programme's objective was to partner with retailers on a war footing to build awareness about storage requirements for Cadbury products. In Maharashtra, where Project Vishwas had been first initiated, the company involved a team of quality-control managers along with 300 sales people to carry out checks of over 50,000 outlets, which retail Cadbury products.

It accepted that there was a problem, which may not have been of its own making, and made a commitment to the consumer that it would plug all possible safety loop-holes.

What we see now is the most over-engineered packaging for a Dairy Milk chocolate anywhere in the world. Even their festival packs come with a tamper-proof outer sealing and improved packaging inside.

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* Contributed by -
Neha Jain & Parijat Sen,
PGDBM, Batch 2005-07,
IMT Ghaziabad.