Home >> Marketing >> Article

Pepsi to boost football’s growth in cricket-crazy India

04-April-2012
Font Size   16
Pepsi to boost football’s growth in cricket-crazy India

What happens when the world’s leading food and beverage company starts taking interest in a sport other then cricket in India? What happens when bollywood’s most charming face, Ranbir Kapoor, is shown changing the game from cricket to football? Chances are that the fortune of that sport turns around and it begins a new journey of love, adulation, success and fan-following in a country where people swear by cricket!

The whole nation took notice when few days ago, a new TVC created by JWT for Pepsi showcasing Ranbir Kapoor ‘changing the game’ literally for the brand from cricket to football, came on air. Pepsi is now hoping to partner with the sport for its growth in this country with ‘Pepsi T20 Football’.

The brand wants to popularise football in a uniquely Pepsi way and stay relevant to its core TG – the youth, said Homi Battiwalla, Category Director – Colas, Hydration and Mango Based Beverages, PepsiCo India. He added, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan.”

“Football is gaining popularity at a pan India level now. While the sport has always enjoyed near fanatical following in certain pockets of India, we see huge interest among the urban youth as reflected by the high viewership across popular football platforms on TV. We see great future for football in India and Pepsi will be a part of it,” said Battiwalla.

Pepsi’s vision has been initiated at the grass root level by mega football league format, ‘Pepsi T20 Football’ that would involve 448 teams, 3136 players, seven cities and the entire Indian cricket team.

The tournament will be supported by a 360-degree approach including on-air, outdoor and on-ground initiatives, special edition packaging, and digital engagement programmes. Pepsi has also partnered with ESPN Star Sports to produce and showcase the tournament in a special eight-episode series, starting April 2012. ESPN will promote the concept on-air to drive participation. A host of apps, games, contests and social media engagement will drive the campaign forward.

So is Pepsi becoming the custodian of the sport in India and will it create more event properties like this? “The response in first year would determine the way forward. We aim to give a refreshing twist to the game by ‘Pepsi T20 Football’ tournament and through the involvement of Indian cricketers, bollywood and an international football star,” said Battiwalla.

“The campaign would engage not only existing passionate football fans but the entire nation. An initiative of this scale, illustrates our commitment to the sport and in the first year, we intend to learn from our experiences and plan the way forward,” he added.

The creative, media and digital partners for Pepsi i.e. JWT, Mindshare and Zapak, respectively, have all come together to make the campaign really ‘change the game’. The action which has begun in March will last till June when the tournament will see its finale.

So would Pepsi invest in other sports as well that are gaining great youth traction? “It is great to see other sports such as hockey, motorsports, etc. gaining popularity in the country but right now our focus is on football as we see it as an emerging youth trend in India,” concluded Battiwalla.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

President - South Asia, The Nielsen Company, had some rather positive forecasts for India while delivering the State of the Union at the launch of the BW Businessworld Marketing Whitebook

Govind Pandey in his creativity address ‘Taming the Lion’ at the 14th edition of the BW Businessworld Marketing Whitebook shared what really helped the agency make the cut.

The brand has launched ‘Pretty Har Pal’ campaign which is created by DDB Mudra