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.
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