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,”
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