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Pepsi mulls over ‘pyaas badi ya connection’

14-February-2009
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Pepsi mulls over ‘pyaas badi ya connection’

Pepsi is back in its new TVC for 2009. The film brings together four iconic cricketers – MS Dhoni, Ishaant Sharma, Virender Sehwag and Sreeshant – for the first time in completely new avatars to showcase a unique message of who the real ‘Baap’ is.

One has often stood in a long line or waited patiently for one’s turn only to be shoved aside by a diminutive person flaunting not their merits but their Baap’s connections to go ahead in life. With the new Youngistaan TVC, Pepsi brings to the fore that the biggest connection that a person needs is the connection with their own thirst (pyaas) – the thirst to succeed.

The TVC takes viewers back in time, when Dhoni, Ishaant, Sehwag and Sreeshant were not names to reckon with, but ordinary lads who were striving to actualise their dreams of becoming cricketers of the Indian cricket team. The TVC brings to the fore situations where one is often upstaged by other people who boast big and thrive on their father’s names rather than their own merit.

Sandeep Singh Arora, Executive Vice President - Marketing, PepsiCo India, explained, “Pepsi being the quintessential youth soulmate, has always mirrored their aspirations and passions. With the new Youngistaan TVC, we will challenge convention related to one of the largest issues in a uniquely Pepsi way, inspiring youngsters who want to make it big in life backed by self-belief and thirst to succeed rather than ‘connections’.”

Soumitra Karnik, ECD, JWT, said, “The brief that we got from Pepsi was to carry forward the Youngistan proposition. The message that we want to convey is that youngsters are busting myths as each youngster is an achiever in whatever he does in life. If we have the thirst in us, no obstacle can stop us from achieving what we want.”

“It’s a 360 degree initiative involving TV, print, OOH, radio, the Internet, etc. The TVC is of 40 seconds duration and will be on air for four weeks. The TVC will break on February 14 on all national and entertainment channels,” Karnik informed.

The script writer is Charu Chittwal, while the production house is Soda Films. The TVC has been directed by Rajesh Krishnan, while Ameya Dahibavkar is the producer.

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