Campaign India Team
Feb 27, 2014

Don’t wait, says Pepsi, highlighting Rs 8 price point

Watch the TVCs created by JWT India here

Pepsi has released a three-film campaign to highlight its Rs 8 price point. The films, conceptualised by JWT India, feature brand ambassador and Bollywood actor Ranbir Kapoor.

The first film ‘Nadaswaram’ features Kapoor as part of a South Indian cultural ensemble performing on stage. He plays the percussion (Thavil) accompanying a wind instrument (Nadaswaram), with a lady performing Bharatnatyam. The Thavil and Nadaswaram alternate until Kapoor goes missing. While the Nadaswaram player tries to fill in for the void, the dancer is unsure of what to do. It turns out that Kapoor has abandoned them to go back stage and grab a Pepsi. He says, “Ab kaise hoga wait, jab Pepsi hai Rs.8?” (How can one wait, when Pepsi is Rs.8?) The brand signs off with its ‘Oh yes abhi’ message.

On similar lines, a film titled ‘Athlete’ features Kapoor on a running track about to get the race started by firing the gun shot. He says, “Athletes, on your mark, set,” and stops. The athletes have taken their positions and are ready, waiting for Kapoor to say ‘Go’. Kapoor has vanished to get his Pepsi.

In another film he plays a jockey. While the other horses race off their gates, one slowly trots into the track without a jockey. Kapoor is on a toy horse, enjoying his Pepsi.

Credits

Brand: Pepsi

Creative agency: JWT India (New Delhi)

National creative director: Swati Bhattacharya

Creative team: Rohan Ghose, Romit Nair, Pankaj Mathur, Preeta Mathur

Executive creative director: Surjo Dutt

Executive business director: Babita Baruah

Vice president: Jaibeer Ahmad

Account manager: Shweta Raina

Jr. Account executive: Sheeraj Sengupta

Executive planning director: Pinaki  Bhattacharya

AVP planning: Shubrojyoti Roy

Account planning manager: Siddhant Lahiri

Agency producer: Mandeep Singh

Production house: Bootpolish Films

Director (film): Shujaat Saudagar

Producer: Ashit Gehlani

Source:
Campaign India
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