Kicks off a mega campaign that celebrates the multiple loyalties of fans. The first part of the campaign features Ranbir Kapoor
BestMediaInfo Bureau | Delhi | April 3, 2013
Brand Pepsi is all set to make the cricket extravaganza, Pepsi IPL, the fizziest and best ever experience for cricket fans. From in-stadia fan experiences to on-line innovations and an irreverent yet insightful TV campaign, Pepsi IPL fans are in the spotlight this cricketing season.
After celebrating the modern face of cricket with the successful ‘Change the Game’ campaign in 2011 and the way the game is watched with the ‘Na-Tameez Se Dekha Jaata Hai’ campaign in 2012, Pepsi’s latest campaign around its latest ‘Oh Yes Abhi!’ theme is all about how the game is followed by the youth. The campaign has been conceptualized by Taprrot India and produced by Corcoise Films and directed by Prasoon Pandey.
Indians are most passionate about cricket and the Indian national team, but when it comes to the annual club-style tournament, Pepsi IPL fans enjoy supporting more than one team. They support their home team but also others because of the performance and presence of their favourite players. Ultimately it is about the thrill of the game. The new Pepsi IPL campaign focuses on the fans and their multiple team loyalties. The creative thought is summed up in the phrase ‘Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi Oh Yes Abhi!’
The first ad film in a series of commercials that goes on-air today, features actor Ranbir Kapoor in a dramatically different look; the youth icon is seen as a common man who is passionate about Pepsi IPL, but has a different story to tell when it comes to team loyalty.
Deepika Warrier, VP - Beverage Marketing, PepsiCo India, said, “In our first year as sponsors of the biggest annual cricket tournament, Pepsi IPL, we are thrilled to add the extra fizz to fan experiences across mediums. For us this is a perfect platform as it provides wider reach and engagement opportunities with our core target audience in the peak beverage season.”
“Through our new ‘Oh Yes Abhi!’ campaign we are celebrating the fans’ support for multiple Pepsi IPL teams in a light-hearted manner. Our marketing initiatives and activations are also focused on fans. From interactive contests and engagement in-stadia, on-air and on-line to product and branding innovation, everything is designed to provide the ultimate sporting experience. We are confident of making this edition of the Pepsi IPL the most thrilling and engaging event this year and in the years to come.”
Talking about Pepsi IPL and the new campaign, Ranbir Kapoor said, “This year I am even more excited about the tournament as Pepsi is the title sponsor and I’m a part of the Pepsi family. I am equally thrilled about the new campaign which is whacky and fun. In a departure from the usual funky look I have in Pepsi campaigns, this one has me in a very simple look with dental braces, thick mustache and a tiffin box as an accessory. Apart from the look, I love the insight we are sharing in an interesting manner. It is about fans like us and our love for many teams and players during Pepsi IPL. The campaign truly reflects our state of mind – Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi IPL Ka Fun, Oh Yes Abhi!”
Fan initiatives during Pepsi IPL 2013 include a limited edition, first time in India 500ml Fan Can; activations with partner teams; disruptive in-stadium ‘Pepsi VIP Box’ which will provide a unique viewing experience to cricket fans who may get to share the space with their favourite celebrities and more. A series of innovative social media engagement activities promise to take the fun to the next level – fans will not only get to watch the matches but also play a parallel Pepsi Tweet20 tournament on Twitter; and a new website which will be full of exciting content, contests and gratification including match tickets, merchandise and a lot more.
From the in-stadia branding perspective, Pepsi has planned a lot of innovations including can-shaped player dug-outs, 3D pitch mats, the Pepsi IPL remixed Horn and the Oh Yes Abhi! countdown timer, among others. With its Co-Presenting broadcast sponsorship deal with SET Max, PepsiCo will create a series of customised innovations with the channel to maximise engagement with fans.
Agnello Dias, Chief Creative Officer and Co-founder, Taproot India, said, “This edition of Pepsi IPL will have only two constants – change and Pepsi. The idea ‘Yeh Kabhi Toh Woh Kabhi’ captures the effervescent, ever changing, non-stop spirit of the tournament bound by a potent sip of Pepsi.”
The Pepsi IPL campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.
Making of the TVC:
Creative Agency: Taproot India
Creative Team: Agnello Dias, Santosh Padhi
Production House: Corcoise Films
Director: Prasoon Pandey
TVC duration: 40 seconds
Media Planning: Mindshare