Pepsi believes itself to be one of the key youth brands that sets trends and understands the nerve of the youth. From age old ‘Yehi hai right choice baby’ to ‘Yeh Dil maange more’ to ‘Oye Bubbly’, Pepsi has managed to remain groovy for the young, making them sing and dance to its tune.
Bubbly Part I, as it will soon be called, is moving a step forward with Bubbly Part II, which will be launched in a fortnight’s time. The first video had Amitabh Bachchan, Preity Zinta and some of the Indian cricketers grooving at a ‘grind’.
With Universal compiling the Bubbly mix, it sold 200,000 cassettes and 50,000 CDs. The success is being carried forward with the second video. Bubbly II is set up against a clubbing look, feel and tone with Kareena Kapoor taking the lead this time.
“We know for a fact that Indian consumers love music. The Bubbly Grind was hugely popular and we are taking this forward into a different space… this is much more cool and clubby, thus showing the different facets of the brand; that Oye Bubbly can be mass, can be cool, can be upper class and can be accessible,” said Punita Lal, Executive Director, Marketing, PepsiCo India.
The same ‘Oye Bubbly’ track has been remixed by Vicky Goswami and the video has been produced by Good Morning Films, the front end of the Singapore-based production house called Purple Star. The video has been directed by an American director, Jason Myer, and has been shot in Mumbai.
The video will be aired on music channels, but the jingle is not slated to go on radio, adopting the same format as the previous Bubbly ad.
Though with the advent of monsoons the summer has all but gone, and perhaps soft drinks will see a slight slump in consumption, Pepsi is all set to keep the magic alive and remain top of mind for its target audience with Bubbly Part II hopefully turning out to be a chartbuster once again.