PepsiCo likely to water down IMA connection
Following the controversy that erupted in the wake of its ad deal with the IMA, PepsiCo has opened a fresh dialogue with the latter to rework the details. Home office
By Ratna Bhushan, |
NEW DELHI: Following the controversy that has erupted in the wake of its endorsement deal with the Indian Medical Association (IMA), PepsiCo India has opened a fresh dialogue with the latter to rework the details. ET has learnt that both parties are in discussions over how the doctor���s endorsement message should be communicated in the least controversial way in the prevailing circumstances.
Concerned about a bigger backlash and its public image, PepsiCo is learnt to be toning down the IMA link in the forthcoming communication for Tropicana pure juices and Quaker oats, both of which are being certified by IMA.
���Apart from the medical link in the advertising that may be toned down, both PepsiCo and IMA are also in discussions on whether the logo of IMA should be displayed on the product packs in question,��� a source said.
PepsiCo officials had last week told ET that IMA logo would be visible on Tropicana and Quaker packaging. However, IMA secretary general SN Mishra said two days later that the endorsement would not be displayed on the packs. JWT officials too had said that the medical association would be communicated upfront in the advertising.
But the script may undergo changes now, and the reworked communication could take longer than a couple of weeks as was originally planned. The PepsiCo spokersperson was not available to comment on the issue. But sources said the last thing PepsiCo would want now is a controversy, especially at a time when cola firms have overcome the pesticide controversy, sales are bouncing back and are upping their health and wellness focus.
Concerned about a bigger backlash and its public image, PepsiCo is learnt to be toning down the IMA link in the forthcoming communication for Tropicana pure juices and Quaker oats, both of which are being certified by IMA.
���Apart from the medical link in the advertising that may be toned down, both PepsiCo and IMA are also in discussions on whether the logo of IMA should be displayed on the product packs in question,��� a source said.
PepsiCo officials had last week told ET that IMA logo would be visible on Tropicana and Quaker packaging. However, IMA secretary general SN Mishra said two days later that the endorsement would not be displayed on the packs. JWT officials too had said that the medical association would be communicated upfront in the advertising.
But the script may undergo changes now, and the reworked communication could take longer than a couple of weeks as was originally planned. The PepsiCo spokersperson was not available to comment on the issue. But sources said the last thing PepsiCo would want now is a controversy, especially at a time when cola firms have overcome the pesticide controversy, sales are bouncing back and are upping their health and wellness focus.
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The three-year deal between PepsiCo and IMA has snowballed into a public controversy, with the Union health ministry, consumer groups and activists raising issues of ethical concerns such as commercialisation of the medical fraternity. It has also been alleged that IMA has been paid for the endorsement, a charge denied by both the medical body and PepsiCo. Both have insisted that PepsiCo will aid IMA in organising medical activities, conferences and seminars, but that no money has changed hands.
IMA ex-president Ajay Kumar said: ���We were approached by a particular company and decided to go ahead with the endorsement only after we validated their product claims. Why was such a hue and cry not raised when IMA endorsed, for example, one water purifier company? Also, IMA is involved in a series of public welfare activities, which is publicly known.��� Union health minister A Ramadoss, on his part, has come down heavily on IMA���s move.
IMA ex-president Ajay Kumar said: ���We were approached by a particular company and decided to go ahead with the endorsement only after we validated their product claims. Why was such a hue and cry not raised when IMA endorsed, for example, one water purifier company? Also, IMA is involved in a series of public welfare activities, which is publicly known.��� Union health minister A Ramadoss, on his part, has come down heavily on IMA���s move.
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