Pepsi brings its A(I) game to its Thand.ai ad film

Delhi: Adding its colours to the festival of colours, Pepsi, the popular soft drink giant, integrated AI quite literally into its latest campaign.

Spotting the ‘AI’ in words like Thandai, Badhai and more, the ad weaves word play into its campaign for ‘Pepsi Thandai.’

In the ad, the protagonist craves for Thandai and accidentally types "Thand.ai.” Ambitions rise high as the protagonist believes it can overtake the hype around cricket and also comes up with the ideas of Gujia.ai and Mith.ai. The campaign also suggests renaming Pepsi to pepsi.ai and emphasises the ease of product creation through AI. 

The film also cameos Pepsi's nostalgic tagline ‘Yeh Dil Maange More’ which was brought back this year along with a total redesign of its logo and product packs launched globally.

LinkedIn has erupted with support and insights on this latest AI loaded campaign by Pepsi with netizens calling it ‘creative.’ ‘unexpected’ and ironically ‘out of the blue.’

“There is a cool sense of authenticity and effortless humour in this style of #advertising. Effortless coolness resonates well with Indian youth today,” remarked one user. 

https://www.linkedin.com/posts/tanviguptamr_pepsi-pepsiindia-holi-activity-7177581152315080704-1meU?utm_source=share&utm_medium=member_desktop 

Karthik Srinivasan, a communications strategy consultant, complimented the ad’s simple, tongue in cheek narrative. 

Another user continued the use of .ai in words and played on Sundar Pich.ai and Meheng.ai while talking about the ad. 

Piyush Shah, co-founder of InMobi group said, “Absolutely loved the new Pepsi AI campaign.”

https://www.linkedin.com/posts/piyush-shah-0583412_brands-advertising-marketing-activity-7177787603469938688-dpTw?utm_source=share&utm_medium=member_desktop 

With AI integration in advertising making waves, campaigns like these forfeit the popular fear that AI may soon replace human creativity. 

Credits:

Written and Directed by: Sidhant Mago

Agency: Daftar Creative Consultancy

Producer: Siddhant Malhotra

Production house: Baqsa

Editor: Ranjey Jha