Pepsi scores a homerun with # GharWaliDiwali
The soft drinks major launched a digital-first video about homecoming during Diwali that has gone viral on social media
The millennial generation is always on the go, and while always connected through technology sometimes misses out on physical proximity to their families. PepsiCo’s latest heart-warming short film aims to take one back to the simple joys of #GharWaliDiwali.
The film is a reflection of life in today’s busy world and the joys of a homecoming for Diwali. After the immensely popular #BackToSchool film, which was directed by Abhishek Kapoor, PepsiCo has roped in more famous faces to this video in the form of director Vikramditya Motwane and National Award winning Actress Geetanjali Thapa for this 7.16 minute long digital first video.
The film showcases the constant virtual connectivity with our families that has become intrinsic to our lives, with Geetanjali, playing a young working mother. Geetanjali, who stays in a different city with her husband and a young daughter, reaches out to her parents over video calls, social media networks and frantic speed dial calls, asking for advice, sharing her dilemmas, confirming recipes and seeking instructions on how things work. Her parents who are always happy to lend an ear or offer a word of comfort, however are disappointed when she declines to come home for Diwali the second year in a row. What ensues is a barrage of calls from Geetanjali to her parents, which receive no response. She then decides to surprise her parents and go back home to celebrate the festival.
Watch the video here:
Striking a Chord
In just a matter of two days since it was uploaded on YouTube on October 18, the video has already gone viral. It has garnered over 2,57,425 views, and is being shared all over social networking sites. With the festive fever catching up, viewers are tagging family and friends around the world on Facebook and Twitter.
Here are some excerpts:
PepsiCo India’s Head of Digital Marketing, Rishi Dogra says, “The joy of celebrating any occasion with your family is unmatched. This Diwali, we wanted to cherish this affectionate bond and help people relive these moments which often get missed in our always on and virtually connected lifestyle. With the film, which has been beautifully created by Vikramaditya Motwane, consumers are sure to experience some long lost nostalgic moments. We are also looking forward to consumers sharing these moments of #GharWaliDiwali and have planned some exciting surprises for those with the most engaging stories.”
“India has become mobile and dynamic. We have moved out of homes and travelled the roads in quest of our dreams, our careers, and our lives. Technology has been an ally and has brought our families closer. We feel we are connected. Maybe sometimes, we start taking this for granted. Especially during Diwali. Nothing can replace the love and warmth of Homecoming. Over food, drinks and merrymaking. This is what this film is all about. It’s a calling to all of us to come home,” said Babita Baruah, Senior Vice President & Executive Business Director, JWT.
"For me, this story has been an attempt to reconstruct an emotion that haunts me every Diwali. It's such an emotional festival because we've all grown up attaching all sorts of rituals to it but the way we celebrate it these days is so functional, so convenient that it takes the joy away- leaving you feeling lonelier than ever. I just wanted people to make the effort, take the trouble to celebrate it like you remember it. At home, with your folks and not over the phone,” said Sonia Bhatnagar, Executive Creative Director, JWT.
As an extension to the thought, PepsiCo is also enabling consumers to send some love home to their families in the form of Manish Arora designed Kurkure gift packs with a personalised message. The campaign further urges consumers to share what they love and miss the most about their #GharWaliDiwali, promising a surprise for lucky winners with the best, most heart-warming stories.
What monetary impact the video will make is another story. But, the emotional connect that the brands attempts to make sure is working with the targeted audience.
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