This is a guest post by Nitin Amlani, who is a student at Narsee Monji College of Management Studies.
“Dil ka kaha sunna ho, Toh Zaroorat kya Dekhna. Jeene ka Mazza Lena ho, Toh Mahurat kya Dekhna”
The Frame, following these powerful punch lines, shows footage of World-Cup winning master-stroke by Dhoni! This high-impact start of the latest PepsiCo India TVC, which has been designed & executed by JWT India, manages to keep audiences glued for the next 90 seconds.
‘Oh, Yes Abhi’ proposition (Global version is ‘Live for Now’) by PepsiCo India is based on the premise that ‘impulsive, impatient’ are some of the characteristics of Youngistan. While most of us would certainly give a ‘Thums-up’ (oops!) to the theme of the new campaign, but the experts opinions were bit divided.
Amidst all the arguments regarding the new positioning, consumer insights & characteristics, the brand launched “Oh,Yes Abhi” campaign on online with “Pepsi Shot 60” and “Music Abhi”.
Pepsi Shot 60
The brand initiated with ‘Pepsi Shot 60’ campaign which was launched mid-march, was about shooting and showcasing creativity through a 60-second film. And In line with the brand’s ‘now – Oh, Yes Abhi’ proposition, users had 24 hours to prepare the script, shoot the video, edit and submit it online. This contest received an impressive 200 entries uploaded in 24 hours.
Pepsi showcased top 10 entries on Facebook community of more than 3.9M fans to be voted and shared across Facebook. The top three films with most votes on Facebook were rewarded handsome monetary prizes. The winner Samik and gang, is also being provided the opportunity to intern at a film production company.
Live music concerts are loved by the youth. And through online and social platforms like Facebook, Twitter, Yahoo.com, as part of ‘now’ proposition, an on-demand digital live concert ‘Music Abhi’ was designed. Raghu Dixit & Spud in the Box performed gigs voted by the social media audience. The concept was well received & over 10,000 people attended the concert virtually!
Pepsi India leads on social with “Oh Yes Abhi”
The two campaigns were not only brewed around the idea of “Oh Yes Abhi” but integrating with social media also created a greater response for Pepsi India. However, it is not just Pepsi India that is in the race before the crucial summer season.
Thums-up has bonded with Salman Khan after almost a decade and in this new theme, brand is advocating its consumers to find the Hero within them by challenging their limits. The unique thing about this launch was that the TVC was premiered on Salman Khan’s official Facebook Page. Reasons, not hard to understand, were the more than 7.7 million fan base of Salman Khan FB page (3.45 million Twitter followers) & social media being a much better medium to reach Youngistan. There is also an online game ‘Toofan Ride’ trending on the Thums-up Facebook page, but that’s pretty much about it.
But for now, Pepsi India is topping the game with the IPL fever on and the timing of “Oh Yes Abhi’ campaign couldn’t have been better than this. Do let us know your views on the campaigns.