From #LiveItAbhi To #PepTalk – Pepsi India Celebrates The Millennial Spirit During #CWC2015

A look at Pepsi India's digital marketing efforts during the ICC Cricket World Cup 2015, in which it engaged its social media community with a variety of cricket related brand talks

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Pepsi has been riding the new generation wave since the last few years. Ever since the brand communication has been keen to connect with the impulsive generation that believes in ‘living in the moment’. The brand’s mllennial spirit could be seen in its high decibel ‘Live it abhi’ campaign launched last year with a confident Virat Kohli declaring that pressure is good.

This ICC World Cup got Pepsi the right opportunity to refine ‘Live it abhi’, urging consumers to live for the moment, and give a try to stuff they really want to do. Pepsi launched a TVC themed ‘Time to dikhao #LiveItAbhi’ featuring brand ambassadors Virat Kohli and Ranbir Kapoor. Interestingly, Anushka Sharma (Virat’s girlfriend in real life) also plays a tiny but significant role in the end.

Conceptualised by JWT, the minute-long film is set in a stadium where team India is playing and Ranbir is in the audience. When Virat hits a six, the ball is caught by Ranbir who takes a moment to realise that all eyes are on him. Seizing the opportunity for a little fame, he breaks into a song and dance that soon flops and we see Virat mocking at him. A boy tells Ranbir that he flopped, but Ranbir replies with a positive “At least I tried” remark.

Just then pops in an impressed Anushka who asks the visually embarrassed Ranbir to call her.

 

The video has received over 1.8 million views on Pepsi India’s YouTube channel. Apart from sharing the video, the social media pages of Pepsi India are enabling brand conversations around cricket.

#PepTalk cricket gyaan

Pepsi has been encouraging cricket fans to participate in PepTalk – witty remarks aimed at the cricketers that will nudge them to perform better. The beverage brand has been inviting people to share their cricket gyaan via #PepTalk for a chance to win Flipkart vouchers for the most witty, humourous and creative cricket gyaan.

#PepTalk  is open on all social media networks – Facebook, Twitter, YouTube and Instagram. Which means one can post tweets, images, videos, comments on any of the networks adding the hashtag #PepTalk. To drive user participation, Pepsi brought in cricket crazy characters like the village tau, the taxi driver and the urban Peter to give #PepTalks to our men in blue. Apart from daily Flipkart vouchers, the grand prize is a chance to go for the ICC Cricket World Cup coin toss in Australia.

Pepsi also shared visuals to celebrate key moments of the World Cup matches. Every time the Indian team took a wicket or scored a ton, Pepsi had an interesting visual to share.

Living it abhi

Pepsi has well leveraged this World cup cricket season for strengthening its brand philosophy of ‘Live it abhi’. Right from the TVC to the social media activities, the brand has been actively encouraging cricket fans to indulge in the ‘Now’. Youth icons like Ranbir Kapoor and Virat Kohli have been strongly instrumental in shaping the brand voice in the new TVC, while the extension on social media is also reflective of the brand philosophy with real time updates during the matches.

With #PepTalk it has ensured fan engagement across all social media channels armed with the love for cricket and an opportunity to witness the historic toss. The brand has created fun engagement and also triggered brand conversations blended with cricket, with the help of witty images and videos.

Pepsi has already begun to engage fans via its Pepsi challenge for the IPL season 8. Read also “Crash the Pepsi IPL: Pepsi Invites Consumers To Create Ads For IPL8”. Hoping to see more from the brand as the ICC Cricket World Cup forges ahead to the finals.