PepsiCo and Mofilm promoted user generated content with new-age filmmakers at Goafest 2011 delivered outstanding ad film.
BestMediaInfo Bureau | Delhi | April 21, 2011
PepsiCo’s global partnership with Mofilms had announced another edition of its user-generated content (UGC) promotion in India. Taking forward the successful partnership with IFFI in 2010, PepsiCo and Mofilms collaborated with Goafest in 2011. As a part of this unique initiative, PepsiCo and Mofilms invite new age filmmakers from across the country to showcase their skills and talent. Youngistaanis created a 60 second film on the thought ‘Change the Game’ & Weaved in Pepsi – the official sponsor of everything that is unorthodox, out of the ordinary or an outlier.
This ICC Cricket World Cup, Pepsi celebrated the new unorthodox yet immensely popular face of modern cricket and clearly stood out of the clutter among various World Cup communication. Since the campaign effectively leverages the imagination of the cricket loving population in India, it is now time to take it one step ahead.
This initiative had garnered overwhelming response this year and in its previous edition, this event had received more than 500 entries. Last year’s winner Rahil Patel from Baroda has been preceded by Sukriti Tyagi with a chance of recognition on Pepsi’s digital platforms. Sukriti is not only Pepsi’s winner but also won the overall MoFilms Goafest award.
Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India commented, “We are proud to be associated with Mofilm, this initiative takes ‘Change the Game’ to yet another level by establishing greater connect and acting as an enabler for the immensely talented Youngistaan. We are very happy with the quality and the unique concepts of the entries this year. We look forward to continuing this tradition every year and showcase the growing talent in our country.”
This year’s grand prize has been awarded to Sukriti Tyagi a student at the prestigious National Institute of Design Ahemedabad. Sukrity kept the spirit of gully cricket alive through the video she made featuring real people in the Padi Pol area of Ahmedabad. “I am thrilled to have won this competition. It a dream to contribute to a brand like Pepsi and I am truly thankful for the opportunity. A lot of effort was put in making this short film for the contest. Considering the campaign ‘Change the Game’ was a major success, it was a challenging task to think out of the box and come up with something totally new. The film was shot over Four days on the streets and captures the spirit and sheer joy of playing the game. The chaos created by on lookers, vehicles passing through the small lanes of the Pol, while youngsters played cricket and much more was what I intended to show through my film. Pepsi’s ”Bindass Badlo yeh game” anthem also helped me greatly as it encapsulated the true essence and enhanced my video said Sukriti.
This year in its improved avatar, the initiative just got bigger with the following rewards up for grabs:
3rd, 4th and 5th Prize
Pepsi ‘Change the Game’ has changed the way India looks at cricket. Not only has the World Cup victory been immortalized, so has Dhoni’s ‘Helicopter Shot’. This is a great way to tickle the grey cells of participants making it an interesting competition. Pepsi aims to help aspiring filmmakers create videos based on a brief and what they perceive of the brand. Pepsi provides a combination of both through Change the Game; it is a prestigious brand well known brand that wants to promote the fact that it’s time to move on.
Very Nicely done video. And I must say that Sukriti has a future in the creative ad world..!! Well done Sukriti..!!