The campaign, created by JWT Delhi, shows how the refreshing nutrients in the juice help to brighten up one’s day. The campaign will be done worldwide, starting from India
BestMediaInfo Bureau | Mumbai | July 18, 2014
Being alive, and just living are two different things. And Pepsico's Tropicana is trying to make you come alive with their new campaign. Created by JWT, the new Tropicana campaign is called 'It's good to be alive' and shows exactly how a refreshing glass of juice in the morning can brighten up your day. The campaign will be done worldwide, with a kick-start from India.
Anshul Khanna, Category Head Juice & Juice Drink Category, PepsiCo India, said, “India is the first country to have launched the new Tropicana campaign. The campaign leverages the new positioning of ‘It’s good to be alive’. Indian consumers are increasingly becoming inclined towards a healthy lifestyle. As the leaders in the 100 per cent juice category in India, we wanted to strengthen the brand’s promise of healthy mornings and a great start with Tropicana to keep you alive through the day.”
The TVC opens with an RJ drinking a glass of Tropicana juice. He greets Indian listeners with a renewed vigour. This is followed by a family which starts their day with a glass of healthy juice. Another visual shows a young man travelling cross-country on top of a truck. And as he enjoys his travel, he drinks Tropicana juice. It goes on to show how Tropicana's nine fruit nutrients give one the nutrition and kick to feel alive.
Surjo Dutt, VP & Executive Creative Director, JWT Delhi, said, “It’s a refreshing new take on Tropicana as an essential part of our everyday morning experience that brings alive our day. With the campaign, we aim to encourage people into kick-starting their day in a healthy way with Tropicana so that they make the most of each day and live every moment.”
The 35-second TVC has been made in English, Hindi, Tamil, Telugu and Kannada.
Creative Agency: JWT
Executive Creative Director: Surjo Dutt
Executive Business Director: Babita Baruah
Executive Planning Director: Mythili Chandrasekar
Director - film: Sunhill Sippy
Production House: Firecracker
Media Planning: Mindshare