The Boys in Blue might have put up a disappointing show at the ongoing Malaysia Tri-Series, but Pepsi is out to lift their spirits with its ‘Blue Billion’ campaign. The initiative seeks to bind Pepsi with cricket fans across India and acknowledge the role that each fan plays in wishing the Indian team well.
With the ‘Blue Billion’ campaign, Pepsi aims to create one singular voice of an entire nation to cheer for the Indian team. In order to kickstart the campaign, Pepsi has launched a website dedicated to cricket, called www.bluebillion.co.in, in partnership with Yahoo! The website launch has been followed by a series of TVCs, one of which is already on air. A series of six ads will hit the media in the next 15-20 days.
The ads feature Pepsi’s ‘chant’ – “Oooooh Aaaaah India, Aaaaah Yaaaaa India” – in line with soccer chants the world over. Pepsi has even launched a music video and audio CD, created in partnership with Sony BMG.
As part of the ‘Blue Billion’ campaign, a consumer promotion has been initiated that will lead to 300 winners getting the opportunity to be on the one-of-its-kind Pepsi branded ‘Blue Billion Express’ – a Pepsi branded train with Pepsi brand ambassadors. The first journey of the Blue Billion Express, which will commence on October 15, will ferry the Blue Billion winners along with Pepsi brand ambassadors from Delhi to Jaipur to watch and cheer for India at the India-England match at the ICC Champions Trophy 2006.
“The campaign is a true reflection of the intensity and passion that consumers across the country share in order to support the Indian team. We are positive that the ‘Blue Billion’ campaign will take the spirit of cricket to newer heights and strengthen the bond that Pepsi has with cricket fans across the country,” said Vipul Prakash, Executive Vice-president, Marketing, PepsiCo India.
It took nearly six months to create the commercials, which will run up to the ICC Champions Trophy 2006. Pepsi will use the same concept for the Cricket World Cup 2007 too, but with different set of ads.
Speaking about the challenges that the agency came across while conceptualising the campaign, Rohit Ohri, Senior Vice-president, JWT, said, “The challenge was to try and move the nation through the ‘chant’, which is not just Pepsi’s chant, but a nation’s chant. Every ad has to have a degree of truth and honesty. Hence, it was necessary to make it genuine and ensure that it smelt fresh.”