Peruvian bottler Ajegroup on June 13, launched its flagship no-caffeine cola brand, Big Cola in the Indian market. The brand was soft-launched in the year 2010 in Mumbai and Pune and will now be competing with the other products like Coke, Pepsi and Thumbs-up.

Sorin Voinea, the director of marketing (Asia Pacific) Ajegroup said, “We are in India, and here to stay”. The company announced a tie up with Sony Pictures for the forthcoming Hollywood movie ‘The Amazing Spiderman’. Big Cola will be launching the limited editions of ‘The Amazing Spiderman’ bottles in three flavours till the month of August.

Voinea said that their focus in India is not to take Coke and Pepsi head on. The director of marketing said, “We don’t compete against them. We are definitely a follower, and are thankful to them for expanding the market globally”. Voinea also said that it does not intend to rope in any celebrity or cricketer for endorsing the brand.

While talking about the reason the Voinea said that if they too associate with the Bollywood celebrities or the cricketers like the other brands then they would lose their differentiation. Moreover, the caffeine free drink will be 20 to 30 percent cheaper than Coke and Pepsi.