As the mercury soars, Pepsi is looking at a 'bubbly' campaign to cool the heat. A new campaign has been unveiled taking forward the concept of thirst through a new catch phrase 'Oey Bubbly'.
The 60-second ad campaign articulates the philosophy behind Pepsi's popular tagline 'Yeh Pyaas Hai Badi' in its inimitable effervescent manner, and comes from the insight that the thirst for a Pepsi is so intense that even inanimate objects lust for it.
The commercial will feature Shahrukh Khan with animation characters created by Studio Glassworks, London. The ad brings out the thirst for Pepsi at different moments in everyday life using the actor and high-end animation. Ehsan, Shankar, Loy have produced music tracks for the commercial.
Punita Lal, Executive Director (Marketing), Pepsi Foods, said, "the new ad campaign reiterates Pepsi's youthful positioning, and conveys the thirst our consumers have for Pepsi. We are unleashing a slew of activities around the theme 'Oey Bubbly' thereby reaching out to our consumers from all possible platforms - music, radio, TV, Internet and eateries. These initiatives, along with the ongoing unique 'Pepsi Khufiya Card' promotion, add a lot of fun and excitement to the summer months."
As part of the Oey Bubbly campaign, Pepsi is bringing out a music video titled 'Oey Bubbly! - the Bubbly Grind'. The music video features Amitabh Bachchan, Preity Zinta, Sachin Tendulkar, Rahul Dravid, Irfan Pathan, Yuvraj Singh, Zaheer Khan and Mohammad Kaif. The music video is being shown all major music, sports and entertainment channels. Pepsi has tied up with Universal Music to cut music cassettes and CDs of the music video.
The Oey Bubbly music video song is being aired on all popular FM radio channels. In addition, Pepsi has also presented brief spots in radio channels introducing 'Bubbly' and has come up with specially devised Oey Bubbly games on the Internet.