n an effort to strengthen its foothold in Mumbai-Thane, Duke�s Lemonade, the cloudy lemon drink acquired by PepsiCo in 1995, has introduced a brand ambassador in the form of the fictional Bandya Shinde - a Mumbai yokel with links to the region "as deep as the heritage of Duke�s Lemonade".

"The unique identity of this region is best represented by a typical �Mumbaiah� character - someone who is as much a brand ambassador of the �Mumbaiah� culture as he is for Duke�s Lemonade," says Harjot Narang, account director, JWT, Delhi. ... more