Top Story

e4m_logo.png

Home >> Advertising >> Article

Pepsi unbottles millennial spirit with #LiveItAbhi campaign

09-October-2014
Font Size   16
Share
Pepsi unbottles millennial spirit with #LiveItAbhi campaign

After rolling out successful campaigns like ‘Yeh Dil Maange More’ and ‘Oye Bubbly’ for Pepsi, JWT has come up with yet another inspirational advertising campaign. The new campaign drives home the brand philosophy of ‘Live for Now’ and celebrates the never-say-die attitude of the Indian youth with the refrain ‘Yehi hai moment, Live it Abhi’.

Launching the new TVC featuring Virat Kohli and Vijay Raaz, Ruchira Jaitly, Senior Director Marketing – Social Beverages, PepsiCo India said, “Pepsi as a brand has always spoken to Indian youth and their aspirations, and youth today thrive under pressure, as they want to make every moment count. Indian millennials are always on, and approach their packed lives with the utmost confidence, living every moment to the fullest. They absolutely love to wink in the face of pressure and use it instead to their advantage. It is this confident and audacious spirit that Pepsi celebrates with its new TVC.”

According to Babita Baruah, Senior Vice President, JWT, at the heart of the idea is an insight that is very reflective of Indian youth who face a lot of pressure in everyday life, big or small, but grab every moment with an unbottled and irrepressible spirit. This idea resonated strongly with consumers and resulted in the campaign with a contrarian thought of #PressureisGood.

Storyboard

In the TVC, Virat looks out at packed cricket stadium from the window of his dressing room, watching the mood outside ascend to fever pitch. Vijay Raaz, playing a journalist, confronts Virat about the intensity of pressure he is facing, and hints sarcastically at his recent form. “So…feeling the pressure?” he says asks in a smug voice. Virat’s response leaves Vijay Raaz puzzled.

Watch the video here:



Makers Speak

“This ad reflects the Pepsi spirit of effervescence—of connecting deep, with a wink. Of  youth, who face pressure in everyday life. And like Pepsi, come alive with fizz and irrepressibility. That’s why the take on Pressure is good. Yehi hai moment. Live it Abhi! We continue with our positioning Live It Now, and Virat fits in with the role of coming alive in the Pepsi effervescent way, under pressure, and making every moment. He does justice to this role,” Baruah said.

Anuja Chauhan, JWT Creative Consultant for PepsiCo said, “Beyond the glamour and the big stars, at the core of both Pepsi the brand and Pepsi the product, lies bubbliness, fizz and irrepressibility. It's a product that comes alive under pressure, and so it inspires you to do the same - to stay chilled, audacious and optimistic, no matter what life throws at you.”

Fineprint

PepsiCo has had a history of coming up with innovative and expressive ad campaigns, like the #BackToSchool viral video a couple of months back.

This is the first Pepsi campaign released after the integration of PO1 creative team at JWT. Anuja Chauhan, advertising veteran and popular author, has written this TVC in the capacity of her new role as JWT Creative Consultant for PepsiCo. JWT has been Pepsi’s longest standing creative partner in India and Anuja Chauhan has been responsible for some of Pepsi’s most iconic campaigns in the past.
 

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO

The campaign film features PV Sindhu, Saina Nehwal, Kidambi Srikanth and Indian badminton mavericks, HS Prannoy, Ashwini Ponappa, Sai Praneeth, and Ajay Jayaram

We list a few important stories that you may have missed in the week gone by