Pepsi extends Change the Game to its summer campaign

Following the world cup campaign conceptualized by Taproot India, JWT takes the fun route in the new TVC; watch the TVC here.

Neha S | Delhi | May 6, 2011

This ICC Cricket World Cup, Pepsi celebrated the new unorthodox yet immensely popular face of modern cricket with a path-breaking campaign – 'CHANGE THE GAME'. Conceptualized by creative agency for Pepsi for World Cup campaign Taproot India, not only did 'Change the Game' become a mantra for all cricket fans but the Indian Cricket Team realised it with its spectacular win in the World Cup finale.

Taking forward the irreverent and fun spirit of Change the Game campaign, Pepsi has launched an exciting new TVC this summer, where the cricketers are taught a new shot by a Youngistaani. The extension of the Change the Game campaign is created by Pepsi's regular creative agency JWT.

After the much celebrated Helicopter, Palti Hit, Dilscoop, Doosra and Upar Cut; cricketers, Mahendra Singh Dhoni, Virat Kohli and Suresh Raina get to learn the Gatak Gatak Shot that comes with the mantra, 'KHATAK KHATAK KHATAK KHATAK, BAT UTHA TU JHATAK, KAR SHURU GATAK GATAK GATAK GATAK GATAK'.  The new TVC showcases a Youngistaani who uses the mantra and this innovative new shot to outsmart the cricketers and get his Pepsi. It also showcases Dhoni, Kohli and Raina in a fresh look, sporting funky hairdos.

Speaking about the new campaign, Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, “While the Indian cricket team changed the game this World Cup; only Youngistaan has the audacity to challenge the champions and say 'cup toh jeet liya par ek shot abhi baki hai'. The new TVC projects the bold and irreverent attitude of today's youth”.

“Pepsi has always been the voice of the youth. This new TVC takes forward the cricketing spirit in an irreverent, fun, challenging and unmistakably Pepsi manner”, said, Saurabh Saksena, Executive Business Director – JWT India.

Credits:

• Creative Agency: JWT India
• Director for the film: Prasoon Pandey
• Media Planning: Mindshare
• Language: Hindi / Hinglish / other regional
• Athletes featured: Mahendra Singh Dhoni, Virat Kohli, Suresh Raina

Now that two agencies – Taproot India, the creator of Change the Game campaign and JWT - have worked on the same campaign, the comparison of the works by both the agencies is obvious. What's your take? Leave your comments below:

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