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With Pepsi, everyone's a winner this T20 season

Taproot creates a fun campaign wherein PepsiCo offers assured talk time on all its beverage and food brands

Sohini Sen | Mumbai | April 23, 2014

pepsi-ipl-tvc Click on the image to watch the TVC.

PepsiCo has launched a new, well-timed campaign for cricket fans. Pepsi, the sponsors for this year's IPL, is offering assured talk time for everyone in the IPL7. Taproot India has created a fun campaign to make sure no one is left behind.

The offer is valid on multi-serve packs of any PepsiCo beverage and food brands. There will be a code on the label or inside the pack which should be smsed to 9818181234 to get Rs 10 talk time or go online on paytm.com and enter the code to redeem free talk time of Rs 15, instantly. This is valid on Pepsi, 7UP, Mirinda Orange, Mountain Dew and Slice as well as food brands like Kurkure and Lay's. Both pre and post-paid customers can use this offer.

Deepika Warrier Deepika Warrier

Deepika Warrier, VP – Marketing, PepsiCo India, said, “We are happy to partner PayTM to deliver consumer value via talk time across our wide range of food and beverage brands. With the T20 season in full swing this summer, our food and beverage brands experience a significant increase in in-home consumption. We are sure this powerful activation across markets will drive consumer affinity for our brands.”

The TVC starts with Ranbir Kapoor walking out of a room checking the score on his cell phone. He bumps into someone celebrating the victory of Mumbai Indians. Ranbir starts celebrating as well. But soon enough he realises that another group is celebrating the win of a different team altogether. As he looks around, he notices everyone celebrating. Mumbling to himself about the madness around him, Ranbir walks to a Pepsi vendor and buys a Pepsi and Lay's. Immediately he receives a sms saying he has won free talk time. The TVC ends with Ranbir joining in the madness, celebrating his personal win.

Mayuresh Dubhashi Mayuresh Dubhashi

“The brief clearly mentioned that this was a big initiative taken by PepsiCo. There were going to be assured winners, not to mention the power of having Ranbir Kapoor and T20 cricketers in the TVC. We knew we had a winner of an ad right then. We decided to make it big and fun and use the theme that ‘everyone is a winner’ this season. With the music, the story, everything has worked well, creating something dynamic and fun,” explained Mayuresh Dubhashi, Associate Creative Director, Taproot India.

The campaign will run only on television and the offer is valid till August 15, 2014.

The TVC:

[youtube]https://www.youtube.com/watch?v=2yzv5QzI5iM[/youtube]

Print AD:

Pepsi-Ranbir-Rs-10-Poster

Credits:

Client: PepsiCo India

Creative Agency: Taproot

Chief Creative Officers: Agnello Dias & Santosh Padhi

CEO: Umesh Shrikhande

Associate CD: Mayuresh Dubhashi

Account Management: Rahul Megharaj, Maithili Naik

Production house: Tubelight Films

Director: Prashant Issar

Producer: Radhika Sawhney

Music Director: Anand Ranganathan

DoP: Kartik Vijay

Sohini.Sen@BestMediaInfo.com

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