In a bid to reach out to its youth TG, PepsiCo has embarked on a digital campaign for Pepsi My Can. The three-ad digital campaign featuring actors Ranbir Kapoor, Deepika Padukone and John Abraham separately went live on Facebook, the Network18 website and Youngistaan on October 30, 2009. The ads have been directed by Zubin Driver, CEO, Cell18.
Elaborating on the campaign, Driver said, “The ‘What’s your way’ campaign is about giving youngsters tricky situations that they have to solve and get their picture on a Pepsi My Can. The challenge was in creating awareness about the competition, appealing to the target audience and maintaining and enhancing the brand image.”
Speaking further he said, “We created interesting videos featuring Ranbir, John and Deepika, where we showed them talking to the youth. We have thus been able to create a good piece of communication that works online and creates engagement with the core Pepsi drinking audience.”
Some innovative techniques were used while shooting the films. For instance, the ad film featuring Deepika, the film was shot with multiple cut-aways, where the actress expressed her acting abilities effortlessly. Though the films have been made primarily for the web, Cell18 shot them on film to enhance their looks.
As part of the campaign, the youth have been asked to give their answers on situations like what they would do if their father appeared while they were hanging out with their girlfriend. The participant providing the winning answer would get his/her picture on a Pepsi My Can.