PepsiCo dumps Priyanka Chopra in favor of younger Deepika Padukone

A file photo of Deepika Padukone at Levi event on December 13, 2007.

March 13, 2008 (Celebmagic.blogspot.com) - Globe straddling junk food peddler PepsiCo has dumped former Miss World (2000) Priyanka Chopra, 25, as its brand ambassador in favor of the younger Deepika Padukone, 22, to better target its consumer base of teenagers and very young adults.

The company appointed Chopra as its brand ambassador for a two year period in 2005. Her contract lapsed a few months back without an offer from PepsiCo to renew it.

The company recently launched a new TV campaign featuring Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone to promote their cola drink. The campaign introduced the tag line 'Youngistaan,' for 'Young Hindustan,' alluding to the consumer segment that it targets.

The new campaign on TV will soon be extended to radio, web, wireless and hoardings.

The brand appears to have opted for Ranbir Kapoor and Deepika Padukone because they represent fresh and young faces of Bollywood and fit the tag line better than the company's erstwhile brand ambassadors Kareena Kapoor and Priyanka Chopra.

PepsiCo has also roped in young cricketers like Ishant Sharma and Rohit Sharma to promote its brand.