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Pepsi changes the game again in new campaign

01-March-2012
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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

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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