Top Story

e4m_logo.png

Home >> Digital >> Article

Pepsi My Can campaign goes digital

02-November-2009
Font Size   16
Pepsi My Can campaign goes digital

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign