Top Story


Home >> Advertising >> Article

Pepsi changes the game again in new campaign

Font Size   16
Pepsi changes the game again in new campaign

After celebrating the new, unorthodox and popular face of modern cricket with its Change The Game campaign, Pepsi has announced its association with another popular sport – football. This is Pepsi’s first football campaign in India.

Conceptualised by JWT, the campaign kick-starts with a football themed ad film featuring actor Ranbir Kapoor and will be followed by a series of initiatives over the year. The campaign will be supported by a 360-degree approach, including outdoor, consumer engagement and social media programmes.

On the association with football, Deepika Warrier, Executive Director - Marketing, PepsiCo Beverages, India, said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India, and being a true youth soul-mate, Pepsi is proud to be associated with the sport.”

“With an exciting line-up of cricketing events, including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead,” she added.

Irreverent and youthful, the TVC brings alive the fun associated with football. The TVC shows a young football enthusiast giving a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.

Speaking on the new campaign, Homi Battiwalla, Category Director - Colas, Hydration & Mango Based Beverages, PepsiCo India, said, “Our new Pepsi Football campaign takes forward the philosophy of ‘Change the Game’ with a refreshing twist.”

Saurabh Saksena, Executive Business Director, JWT India, added here, “Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our TG. The new campaign retains the original irreverent and fun Pepsi style, along with the new football energy and excitement,”

Campaign credits:
Creative Agency: JWT
Executive Creative Director: Surjo Dutt
Senior Copywriter: Romit Nair
Executive Business Director: Saurabh Saksena
VP & Client Services Director: Kundan Joshee
TVC Director: Shujaat Saudagar
Producer: Ashit Ghelani (Boot Polissh Films)
Music Director: Clinton Cerejo
TVC duration: 45 seconds
Language: Hindi / other regional
Media Planning: Mindshare

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...