Far away from managing to get a Pepsi in a fortress full of Nazi-type soldiers, and playing a complex SFX-full game with Sanjay Dutt, the new Pepsi commercial featuring Ranbir Kapoor is set in an everyday living room. The ad has been created by JWT Delhi and the production house is Red Ice Films, with 'Wake Up Sid' director Ayan Mukherji directing this film as well.
In the new TVC, a young woman is upset when her parents insist she has to meet a boy in the traditional arranged marriage style. She texts her friends instantly for help. As the two families settle down to talk in the living room, with their bottles of Pepsi, Kapoor (who plays one of the friends) barges into the house and demands to know what is happening. When the startled families look at the girl in suspicion, Kapoor instantly pretends the boy and he had something going on. When the boy protests and denies everything, another friend storms in and asks the boy whether he'll deny knowing him as well. The girl, thus, escapes the situation and when she thanks her friends for saving her, Kapoor says cheekily, "We were saving the Pepsi." The TVC signs off with the new positioning "Youngistan Ka Wow".
When contacted, Sandeep Arora, executive vice president - Cola, Pepsico India, said, "We wanted to bring alive 'Youngistan Ka Wow' because this generation can take on any convention and have their own way of doing things, and that's what we wanted to highlight. In this commercial we wanted to do it in an everyday setting to make it more relevant."
The campaign exposure will be in TV, radio and digital. "Along with the campaign, we're going to have a very intensive digital presence - from Youtube homepage takeovers to presence on a brand channel to an app for friends etc. All of it will be seen over the next 2-3 weeks," he said.
Watch the TVC and the making of video below that
Brief: Client – Sandeep Arora / Agency: Atika Malik
Account Management: Hari Krishnan
Client: Pepsico India
Creative Director: Soumitra Karnik
Copywriter: Romit Nair & Arnab Biswas
Director: Ayan Mukherjee
Producer: Gary Grewal, Sandra D'Souza