Pepsi goes social with 'Oh Yes Abhi'

Jack In The Box Worldwide creates and executes ‘Pepsi Shot 60’, and an ‘online on-demand’ concert

Mar 22, 2013 02:46:00 PM | Article | Campaign India Team

Pepsi launched the digital leg of its 'Oh Yes Abhi' campaign last week. Called 'Pepsi Shot 60', the brand gave online users the opportunity to shoot and showcase a 60-second film. In line with the brand’s ‘now’ proposition, users had 24 hours to prepare the script, shoot the video, edit and submit it online. Pepsi claims 200 films were uploaded in 24 hours. The top 10 entries were showcased on Pepsi's Facebook community, which has 36 lakh fans. The three films to get most votes on Facebook were rewarded. Apart from the top three getting monetary rewards, the winner, Samik, is also being provided the opportunity to intern at a film production company.

Pepsi has also launched what it terms, India’s first online, on-demand gig, #TheWorldsSmallestStage. The gig was streamed live on and Yahoo’s homepage, and featured Raghu Dixit performing and taking requests from the online audience.

The social campaigns were conceptualised and executed by Jack in the Box Worldwide.

On the new initiative, Homi Battiwalla, senior director – marketing (colas, juices and hydration), PepsiCo India, said, “We launched our new positioning ‘Oh Yes Abhi!’ in India recently which is being taken forward in its true spirit by our latest consumer engagement programme on social media. The Pepsi Shot 60 contest is aimed at giving amateur movie makers a platform to showcase their talent with a refreshing twist - abhi. The contest challenged the youth to do something unconventional and we’ve seen great response with over 200 films in just 24 hours.”

“The #The Worlds Smallest Stage brought together the impatient young music lovers and gave them an opportunity to experience their music demi-gods with a refreshing digital twist. The youth loves live gigs and we delivered just that for our fans on Facebook, Twitter and other platforms like,” he added.

Prashanth Challapali, business head, Jack in the Box Worldwide, said, “Today’s generation is an impatient one that demands instant gratification. And we set out to do just that. While Pepsi Shot 60 was aimed at the impatience every budding film-maker feels to get his or her first film out there, #TheWorld’sSmallestStage is probably the world’s first online, on-demand concert. When you want to listen to a song, it is wonderful if the artist plays exactly that for you. Even in a live, on ground concert, the artists have a set playlist. In the online world, we changed that playlist from being pre-set to one that was based on audience demand. With over 10,000 people attending the concert virtually, Pepsi bridged the gap beautifully between online platforms and real world experience."