Pepsi Foods Co is going ahead full steam with a fresh burst of advertising to coincide with the Pepsi Series 2001 starting tomorrow. These new ads have nothing to do with the controversial Thums Up ad, instead focus on promoting the Indian Australia cricket series.
The new advertising includes two 10-15 second spots featuring cricket stars Zahir Khan, Yuvraj and Saurav Ganguly which will be aired on Doordarshan. Apart from that, a 30-second global thematic ad, will also be launched simultaneously on all other major channels. This burst will see Zahir Khan opening his Pepsi account.
While the two short ads featuring Indian cricketers, who are also Pepsi endorsers, centre around cricket and are weaved around an element of fun, the thematic revolves around human emotions.
The company claims to have conducted research and has found that the ad has clicked well with its target audience. With its consistent advertising over the last few months, the company claims to have gained a significant market share in the last two months. Late last year, it started off with Madhavan - Amrish Puri ad, followed by Preity Zinta-Chimp ad. Now, to keep the cricket season alive and kicking has got Zahir, Yuvraj and Saurav Ganguly to promote the brand at a high pitch.