In the new TVC created by JWT, Ranbir Kapoor and MS Dhoni team up for the first time. Also featuring are Virat Kohli, Suresh Raina and Indian cricket fans
Best Media Info Bureau | Delhi | September 3, 2012
After celebrating the unorthodox and immensely popular face of modern cricket last year; Pepsi, one of the global sponsors of the ICC World Twenty20 2012 Sri Lanka, is all set to change the way the sport is viewed by millions of cricket crazy fans in India with its latest campaign. The new commercial for the biggest Twenty20 cricket extravaganza brings actor Ranbir Kapoor and Indian skipper MS Dhoni together on-screen for the first time.
The campaign revolves around the passionate spirit of the young Indian T20 cricket fans. A cricket fan himself, Ranbir shows the cricketers, including Dhoni, Virat Kohli and Suresh Raina, the âNa Tameezâ â the irreverent and zany side of T20 fans.
From the pure technical form of the game, cricket today has become entertaining, glamourous and action-packed, and T20 fans today are not just cricket fans, they are âaction fansâ lapping up this high-adrenaline, roller-coaster format. From unorthodox shots to bizarre field placings, T20 is not played by the rules â itâs a no-holds barred form of the game. As the campaign says, âYeh T20 hai bossâŠ na tameez se khela jaata haiâŠ na tameez se dekha jaata hai!â
Homi Battiwalla, Senior Director â Marketing (Colas, Juices & Hydration), PepsiCo India, said, âPepsi is strongly associated with cricket in India and our âChange the Gameâ campaign last year celebrated everything unorthodox about the way the sport is played. This year, we take forward the same philosophy. In true Pepsi style, the campaign is irreverent and the Indian cricket fans, led by Ranbir Kapoor, show how they âchange the game off-field.â
Ranbir Kapoor said, âCricket as a sport has evolved over the years and the Twenty20 format is a testimony of that â itâs short, exciting and itâs changed the entertainment quotient associated with the sport. The latest Pepsi campaign reiterates that and brings forth the nationâs love for the sport in a refreshing twist. I am really excited about the ad film as it gave me an opportunity to work with Dhoni for the first time.â
Skipper Dhoni commented, âFast paced and thrilling in its format, Twenty20 cricket has changed the game on-field. Last year with Pepsi, we celebrated the new and innovative sporting moves and this year we take forward the concept to its fans. Just like we enjoy playing the sport and forget about everything else, fans too love the exciting format and watch it with complete fanaticism. It was a great experience shooting the commercial with Ranbir Kapoor, our cricketers and the fans of the sport.â
The 45-second film opens with the shot of a bus carrying the cricketers breaking down in a busy neighbourhood. Suddenly, Ranbir Kapoor appears from top of the bus and starts interacting with the cricketers. They are taken by surprise when other fans in the area also join Ranbir to demonstrate their fun response to the cricketersâ playing format and some of their favourite shots. Witnessing the absolute craziness of the fans around, Dhoni finally asks Ranbir, âYaar yeh kya tameez hai?â, to which the actor responds in a quirky manner, âYeh T20 hai boss, na tameez se khela jaata haiâ and then the fans saying, âna tameez se dekha jaata hai.ââ
âOur latest commercial for Pepsi focuses on the excitement and thrill with which the sport is viewed by millions of its fans in India and celebrates their passion in a never seen before manner. Just the way the T20 format has bent traditional rules, Indian cricket fans have bent the rules to watch the sport in their own irreverent style. Ranbir and Dhoni for the first time together is the added bonus and, if I may add, their chemistry is sizzling,â commented Surjo Dutt, Executive Creative Director, JWT India.
Pepsi will create a unique âNa Tameezâ experience for lucky T20 cricket fans during the India matches. The brand is launching a contest for its fans on Facebook wherein they will be asked to answer two simple questions to be eligible to win passes for the ICC World Twenty20, scheduled to take place in Sri Lanka from September 18. Thirty-nine lucky winners will get an opportunity to watch the India matches live. They will not watch the matches like regular ticket-holders but will get the best seats in the stadium in specially designed Pepsi dug-outs.
The excitement continues on Pepsiâs digital platforms by building around the hype, madness, unconventional incidents and crazy moments that are created off-field because of the action on-field, in a fun and quirky manner. Its initiatives on platforms such as Facebook, Twitter, mobile, etc., are being launched with an aim to change the way the consumers watch, cheer and listen to the sport. In addition, Pepsi has also launched a first of its kind branded smartphone application in India.
Creative Agency:Â JWT
Executive Creative Director:Â Surjo Dutt
Copywriters:Â Romit Nair, Megha Dutta, Chandni Kapur, Surjo Dutt
Executive Business Director:Â Saurabh Saksena
VP & Client Services Director:Â Kundan Joshee
TVC Director:Â Shujaat Saudagar
Producer:Â Ashit Gehlani
Music Director:Â Clinton Cerejo
Media Planning:Â Mindshare