PepsiCo plans to leverage the Pepsi IPL platform to celebrate and promote ‘Young Talent’. Pepsi is taking its association with the youth to a new level through its campaign with TVCs featuring their cricket celebrities. MS Dhoni and Virat Kohli are Pepsi endorsers and will be seen in the TVCs. Pepsi has also announced a sum of Rs 10 lakh for the Pepsi Emerging Player Award at the tournament.
Commenting on the initiative, Deepika Warrier, Vice President - Marketing, PepsiCo India said, “Pepsi is an iconic brand that has always celebrated India’s aspirations, dreams and attitudes. Our latest campaign is a salute to this attitude and confidence of the ‘now’ generation, backed by the stalwarts. Our commitment to create a gateway of opportunities for emerging talent has been a key focus this year. In February, we announced our association with MTV for the launch of Pepsi MTV Indies and we will also leverage the Pepsi IPL platform to create opportunities like the 7UP DanceUP and @ThatPepsiInternthis season to celebrate the passion of youth, offering emerging talent a chance to shine at the Pepsi IPL.”
The Pepsi Emerging Player Award has been instituted by Pepsi in partnership with BCCI to promote emerging stars at the tournament. The Pepsi IPL has been a breeding ground for new talent. Pepsi hopes to promote more such players through the Pepsi Emerging Player Award. Bright new faces below the age of 26, with five or less ODI matches, and 25 or less IPL matches under their belt will be eligible for this award and the winner will be chosen at the end of the tournament through a mix of a weekly leaderboard, public vote and the selection of the commentators.
“This is the second year for Pepsi as the title sponsors of the Pepsi IPL. Our long term vision for the tournament focuses on creating value for emerging talent and facilitating their recognition in the sport,” Warrier added.
Setting the tone of the League’s and the brand’s promise for emerging talent, Pepsi’s new TVCs sound a pacey, urgent chant of ‘Bhaag’, capturing the passion of cricket enthusiasts. The TVCs personify Pepsi’s “Oh Yes Abhi!” spirit, putting a quirky take on how the India of this day and age cannot, and will not wait to claim what’s theirs.
The films open with two boys running through narrow town alleys, overcoming various hurdles. They look thirsty and impatient as they whiz past a sleepy eyed town. The TVCs unveil further as the two of them bump into players on the grounds, where they claim it’s their time to take the field. The TVCs end with the stars encouragingly challenging them to bring on their best game.
Talking about the TVC, Agnello Dias, Chief Creative Officer, Taproot said, “With Oh Yes Abhi!, Pepsi celebrates the restless spirit of impatience that is driving a new, young generation to experience more and do more in life. The Pepsi IPL is a platform that gives every aspiring cricketer to break through the ranks and challenge the best in the world. This film dramatises the unstoppable ambition crackling in every corner of the country, through the prism of one of its greatest sporting passions.”
Agency: Taproot India
Chief Creative Officers: Agnello Dias & Santosh Padhi
CEO: Umesh Shrikhande
Writers: Agnello Dias, Apoorva Jain & Mohinder Pratap Singh
Account Management: Rahul Megharaj & Maithili Naik
Production Company: Nirvana films
Director: Prakash Varma
Executive Producer: Sneha Iype
Producer: Sunitha Ram
Music Director: Clinton Cerejo
DoP: Shankar Raman