In a first, PepsiCo’s flagship soft drink, Pepsi, is co-branding with Viacom’s youth and music platform, MTV, for a new channel slated to be launched in a couple of months and expected to carry Pepsi’s logo next to MTV’s. The partnership will give Pepsi the opportunity to take its association with music, a key driver in youth marketing, a step ahead in the country. For MTV, which has global sub-brands like MTV Dance, it will be a brand extension exercise. (Business Standard) -

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