Pepsi's new marketing initiative 'Ek Crore Ka Shortcut' centres around the show 'Kaun Banega Crorepati', which airs on Sony. Consumers can buy the special KBC bottle, answer a question behind the label and stand to win prizes, including Rs 1 crore.
The TVC created by JWT features father-son duo Rishi and Ranbir Kapoor. In the commercial, Rishi plays a concerned father who tells his son Ranbir, who's lounging on the couch, that no one makes it big by sitting around - one has to stand on one's own two feet, and face all kinds of challenges and obstacles, with hard work; only then does Lady Luck smile on you. Ranbir makes his way to the refrigerator as his father is talking and takes out the KBC Pepsi bottle. A voiceover then highlights the prize money that can be won from it. Ranbir comes back to the sofa and quips to his father, "You're right, you can't become a crorepati by sitting around. You have to walk to the fridge at least."
Speaking about the new initiative, Sandeep Singh Arora, executive vice president - marketing, cola, PepsiCo India, said, “Pepsi is a brand that stands for the youth, it stands for those who want to change the game in their lives; and with ‘Ek Crore Ka Shortcut’ we present an unmatched opportunity to realize their dreams. For the first time Kaun Banega Crorepati and Pepsi present an opportunity to win a Crore Rupees without sitting in the hot seat. What makes it even more exciting is the coming together of Ranbir and Rishi Kapoor for the first time on-screen for the campaign.”
“Pepsi has always been the voice of the youth and our latest campaign continues to reflect that. The TVC showcases the friendly banter between a father-son duo; and we are thrilled to have Rishi Kapoor and Ranbir Kapoor bringing their real life chemistry on screen for the first time. The whole concept of Pepsi and Kaun Banega Crorepati coming together and offering a shortcut chance to win a big amount is game changing; and with the two Kapoors on board, we have an equally exciting and entertaining TVC”, said Saurabh Saksena, executive business director – JWT India.
Creative agency: JWT India
Director: Ayan Mukherjee
Media agency: Mindshare