The best moments are those when you decide to let go, choose to act, follow your passion – nothing holds you back! This summer, Pepsi brings to life a purposeful and inspiring thought to words featured — #Swag, #Panga, #Boldaal, #Swiperight, #Kalti and #Bhokaal, which celebrate everyday moments of spontaneity.
Pepsi knows there are moments you just can’t say no to, whether it’s to go #Nomnom while eating your favourite food or that late night #Gedi with your friends to India Gate. It is spontaneous moments like these that form the essence of Pepsi’s new ‘Moments’ campaign this summer.
Conceptualised and executed by JWT, the campaign brings into life the brand’s new philosophy – Socha nahi ji gaya, Pepsi thi pi gaya (Didn’t think as I lived the moment, there was Pepsi so I drank it). The campaign is in three parts – Swag, Gatecrash and Fast Forward.
Pepsi brand ambassador Virat Kohli brings his cool quotient alive in one of the films, where he is seen fielding at the boundary. The film shows Kohli seemingly drop a catch, which gets the rival fans excited. But then we see that the ball lands on Kohli’s shoe. Kohli, with his quintessential swag, dances the ball around with his shoes a few times and then catches it again. The crowd goes silent when Kohli looks at them and gestures shush. He turns around to pick up his can of Pepsi which says #swag.
Spontaneity is contagious. The Gatecrash campaign is shot in a changing room setup. A girl walks out of a room and asks her boyfriend sitting outside how she looks. A guy sitting next to him is spontaneous as he responds to her question. And only when he realises the question wasn’t addressed to him, he gulps a sip of Pepsi as the campaign ends.
Lastly, what’s the point of urging someone to live in the present when there’s a future with that person. The last campaign is too fast forward and tells us not to be carpe diem.
With pop-culture at its heart and a finger on the pulse of the trends, Pepsi unleashes over 80 of the most popular words that are entrenched in the vocabulary of today’s generation. Printed in eight regional languages on the iconic Pepsi cans and bottles, these words will inspire them to #Fastforward into the moment and show their #Swag. With these new packs, Pepsi is sure to grab the attention of all the #Dhaakads in the north and get Mumbai screaming #Dhamaal, as Kerala says #Adipoli.
Much like the spontaneity of reaching out for a can of Pepsi, life should also be as spontaneous. With a unique take on the global Moments campaign, Pepsi in India, will roll out a series of four short format films, three of which will appear on television and all will be digitally released. These films bring alive the attitude of ‘Socha nahi ji gaya, Pepsi thi, pi gaya’, each film centred around a callout on the can – #Swag, #Fastforward, #Gatecrash.
The ‘Socha nahi ji gaya, Pepsi thi, pi gaya’ summer experience covers every touch point with every can and bottle of Pepsi this summer packed with spontaneous expressions of today, like #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, #Ghyaam, #Fullbawaal, #Korbo, #Lorbo and #Jeetbo in Bengali, #Joru, #Dhammu, #Dookudu and #Dhumdham in Telugu and so on, embracing the multilingual vocabulary of today’s generation.
Vipul Prakash, Senior Vice-President, Beverage Category, PepsiCo India, said, “Through the Moments campaign, we have once again taken a progressive approach to truly reflect today’s generation with a relatable packaging innovation. ‘Socha nahi ji gaya, Pepsi thi, pi gaya’ is our campaign philosophy and we see our purpose in being able to seed spontaneity in the life of our new age consumer. At PepsiCo, we have always celebrated packaging, which is our strongest asset, and a key driver for our shelf to media approach. We are confident that our Moments campaign will truly make Pepsi stand out on the retail shelves.”
Senthil Kumar, Chief Creative Officer, J Walter Thompson India, “Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer Pepsi is celebrating the spontaneity that defines today’s generation, with a set of three summer special commercials that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi. The insight remains the same as our ‘Pepsi thi pi gaya’ campaign; there are some things in life that you can’t say no to, a chilled bottle or a chilled can of Pepsi.”
Pepsi rolled out a 360-degree marketing plan starting with the launch of the TVC on April 5. This will be supported by outdoor and digital surround. There will also be exclusive partner labels with KFC, Pizza Hut and PVR carrying promotions. The new cans and pet bottles will be available to consumers across all modern and traditional outlets across the country.
Client: Pepsi India
Creative Agency: J Walter Thompson India
Chief Creative Officer: Senthil Kumar
EBD and Senior VP: Jaibeer Ahmad
Account Director: Anuj Sharma
Creative Director: Harsh Maheshwari
Sr. Creative Director: Dushyant Chopra
National Planning Director: Mythili Chandrasekar
AVP and Strategic Planning Director: Arnab Datta Chaudhuri
Production House: Curious Films
Director: Vivek Kakkad