The clutter-breaking campaign – Oh Yes Abhi! – featuring Ranbir Kapoor, MS Dhoni and Priyanka Chopra celebrates youth’s impatience and the need to make the most of ‘right now’
BestMediaInfo Bureau | Delhi | January 30, 2013
The new and youngIndiais impatient and wants to do things ‘right now’. This is the pulse of the nation, the new youth philosophy that Pepsi aims to bring alive through its mega campaign and new brand positioning, ‘Oh Yes Abhi’. This marks the beginning of a new journey for Pepsi inIndiaand will be followed by a series of innovative and exciting initiatives over the course of the year.
The upcoming commercial, scheduled to go on-air on February 1, creates a spectacular viewing experience for consumers, portraying Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra in their moments of impatience. Priyanka is impatient to go and perform on stage; Ranbir is impatient to go and eat ‘pani puri’ coupled with his Pepsi; and Dhoni, the calm and composed sportsman, is impatient to celebrate after winning the World Cup.
Deepika Warrier, Vice-President, Marketing-Beverages, PepsiCo India, said, “Oh Yes Abhi is all about the impatient youth who believe in making the most of the moment and therefore want action ‘right now’. Oh Yes Abhi! translates into ‘live for the present as tomorrow is too late’; now is the time to bring about a change; now is the time to take action; if you wish to make it big, work on it ‘now’ and many such sentiments synonymous to the young generation today. Our latest campaign illustrates all this and much more in a quintessential irreverent Pepsi package.”
Homi Battiwalla, Senior Director – Marketing (Colas, Juices and Hydration), PepsiCo India, added, “By anticipating the pulse of the nation ahead of the curve, Pepsi yet again establishes itself as a trend-setting brand. Our new brand positioning, Oh Yes Abhi! reiterates the hunger for impatience seen in the youth today and brings it alive in a revolutionary format. This campaign is a great combination of impatience of the cola and impatience of youth presented in a grand manner.”
The TVC brings alive Pepsi’s youthful irreverence and demonstrates the Oh Yes Abhi! moments of these Pepsi brand ambassadors and youth icons. Priyanka Chopra, in her latest pop star look is shown waiting impatiently, all anxious to go on the stage for her first live performance; while Ranbir Kapoor, stuck in a traffic jam on Mumbai’s busy streets, craving for street food and a chilled glass of Pepsi, instantly runs towards a ‘Pani Puri’ stall. MS Dhoni, on the other hand, known to be expressionless about winning or losing in true sportsman style, is shown breaking into a celebratory dance in the middle of the field after the much awaited World Cup 2011 win.
Surjo Dutt, Executive Creative Director, JWT India, commented, “This film not only captures the stars in their impatient avatars, but also shows many moments from our everyday lives that exemplify the belief of ‘now’. Shot at different locations, whether in the middle of a cricket stadium or a crowded Mumbai street or in a small town, the ad-film proves to be a true spectacle for consumers. Moreover, we’ve worked with Nirvana Films who’ve been successful in showcasing the product in a completely new and larger than life manner.”
Consumers can experience the Oh Yes Abhi fever through extensive above-the-line communication. This will be supported by radio activation, on-ground amplification and an outdoor campaign amongst other initiatives. The excitement continues on digital platforms likeFacebookand Twitter; and aims to build hype on various impatient moments.
Creative Agency: JWT
Planning: Bindu Sethi, Pinaki Bhattacharya
Executive Creative Director: Surjo Dutt
Executive Business Director: Saurabh Saksena
VP & Client Services Director: Kundan Joshee
TVC Director: Prakash Varma
Producer: Sneha Iype Varma
Music Director: Dhruv Ghanekar
Lyrics: Amitabh Bhattacharya
TVC duration: 90 sec
Media Planning: Mindshare