Pepsi captures impatience of the 'Oh Yes Abhi' generation

PepsiCo has launched a TV campaign alongside the ongoing IPL. The campaign conceptualised by Taproot India started off with teasers featuring two young men running at breakneck speed armed with a cricket bat each.

The films on air now show them reaching a stadium from either end, after running across the streets as if their lives depended on it. The run through the security cover at the stadium and enter the playing field, where a match is on.

In one of the films, one of the youngsters runs into MS Dhoni. Asked for an explanation, the young man says that they were in a hurry (to play), and hence came into the playing field. Dhoni responds with a smile, “Chalo dekhthe hain” (Let’s see). When Kohli is told the same thing, he responds that he too is in a hurry.

A Pepsico statement said that the films are to promote the 'Pepsi Emerging Player' award at the tournament.

Deepika Warrier, vice president - marketing, PepsiCo India, said, “Pepsi is an iconic brand that has always celebrated India’s aspirations, dreams and attitudes. Our latest campaign is a salute to this attitude and confidence of the ‘now’ generation, backed by the stalwarts. Our commitment to create a gateway of opportunities for emerging talent has been a key focus this year. In February, we announced our association with MTV for the launch of Pepsi MTV Indies and we will also leverage the Pepsi IPL platform to create opportunities like the 7UP Dance Up and @ThatPepsiIntern this season to celebrate the passion of youth, offering emerging talent a chance to shine at the Pepsi IPL.”

“This is the second year for Pepsi as the title sponsors of the biggest annual cricket tournament, the Pepsi IPL. Our long term vision for the tournament focuses on creating value for emerging talent and facilitating their recognition in the sport,” added Warrier.

Agnello Dias, chief creative officer, Taproot India, said “With Oh Yes Abhi! Pepsi celebrates the restless spirit of impatience in that is driving a new, young generation to experience more and do more in life. The Pepsi IPL is a platform that gives every aspiring a cricketer to break through the ranks and challenge the best in the world. This film dramatises the unstoppable ambition crackling in every corner of the country, through the prism of one of its greatest sporting passions.”

Credits

Client: PepsiCo
Creative agency: Taproot India
Chief creative officers: Agnello Dias, Santosh Padhi
CEO: Umesh Shrikhande
Writers: Agnello Dias, Apoorva Jain, Mohinder Pratap Singh
Account management: Rahul Megharaj, Maithili Naik
Production company: Nirvana films
Director (film): Prakash Varma
Executive producer: Sneha Iype
Producer: Sunitha Ram
Music director: Clinton Cerejo
DOP: Shankar Raman