Conceptualized by JWT, the new campaign features Bollywood star & Avid footballer Ranbir Kapoor; watch the TVC here
BestMediaInfo Bureau | Delhi | March 1, 2012
After celebrating the new, unorthodox and immensely popular face of modern cricket with its path-breaking campaign, Change The Game; Pepsi has announced its association with another popular sport - Football in India. Known for its commitment to youth passions like cricket, movies and music, Pepsi is launching its first football campaign in the country.
The campaign kick-starts with a football themed ad film featuring youth icon and avid footballer, Ranbir Kapoor and will be followed by a series of initiatives over the year. Irreverent and youthful, the film brings alive the fun associated with football in true Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.
Deepika Warrier, Executive Director - Marketing, PepsiCo Beverages, India said, “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 immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport”.
“With an exciting line-up of cricketing events including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead”, she added.
The TVC brings alive Pepsi’s youthful irreverence, where a young football enthusiast gives a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.
Speaking about the campaign, Ranbir Kapoor said, “Football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”
Homi Battiwalla, Category Director - Colas, Hydration & Mango Based Beverages, PepsiCo India said, “Our new Pepsi Football campaign takes forward the philosophy of Change the Game with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.
“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our TG. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement”, added, Saurabh Saksena, Executive Business Director – JWT India.
Making of the TVC:
Creative Agency: JWT
Executive Creative Director: Surjo Dutt
Senior Copywriter: Romit Nair
Executive Business Director: Saurabh Saksena
VP & Client Services Director : Kundan Joshee
TVC Director: Shujaat Saudagar
Producer: Ashit Ghelani (Boot Polissh Films)
Music Director: Clinton Cerejo
Media Planning: Mindshare