Marking the beginning of the Champions Trophy, Pepsi today launched its new TV campaign featuring movie stars Shah Rukh Khan, Fardeen Khan and Kareena Kapoor as die-hard cricket lovers craving for Indian victory in SriLanka.
The ad campaign captures the insight that even though the 'dil' of millions of cricket fans yearn for the World Cup, they don't want to put too much pressure on the Indian team. This dilemma of the Indian cricket fans saying 'just play well' but feverishly praying for victory is captured by Pepsi's brand idea 'Yeh dil maange more'. The two 30-second spots have been made by HTA and directed by ad film-maker Sunhil Sippy.
Reacting on the new campaign, Vibha Rishi, Executive Director (Marketing), Pepsi Foods said, "Pepsi has been associated with cricket and cricketing stars for the last decade. With the Champions Trophy and the World Cup 2003 coming up… it's time to refresh brand association and ownership. Our message to the Men in Blue is: 'ek cup aur'. "
Pepsi, which is one of the prime official sponsors of the Champions Trophy, has already been running 'Men in Blue' TV campaign featuring seven important Indian cricketers Sachin Tendulkar, Sourav Ganguly, Rahul Dravid, Mohammad Kaif, Zaheer Khan, Harbhajan Singh and VVS Laxman as a build up to the cup.
Extending the same MIB concept, Pepsi is also undertaking 'Get Your Men in Blue Gear' consumer campaign across the country, offering cricket fans the opportunity to collect exciting cricket gear. The consumers can exchange three Pepsi crowns or any PET label and a certain amount of cash for 'Men In Blue Gear' like caps, t-shirts, sling bags and sunglasses. The campaign is expected to run till the end of next month.