Pepsi brings back Prem from the 90s and pairs him opposite today's Salman Khan
Watch the film conceptualised by Devaiah Bopanna here
Mar 07, 2022 08:04:00 AM | Video | Campaign India Team
Pepsi has released its summer campaign for the year which features brand ambassador Salman Khan.
The film has been written by Devaiah Bopanna and uses deep fake technology to show Khan in a double role. Khan is seen in his current avatar along with Prem, a character the actor played in the film Hum Aapke Hai Kaun.
It opens in a bungalow similar to the one from the film and shows Prem and the Khan of today interacting. Prem engages Khan in a series of questions to know more about his future self. They discuss his body, the love and affection of fans and his wedding.
Saumya Rathor, category lead, cola, PepsiCo India, said, “As a culture-curator, Pepsi has constantly endeavored to bring entertaining campaigns for its consumers through innovative storytelling. With Bollywood being a key consumer passion point in India, this new campaign takes the swag narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”
Devaiah Bopanna, the writer of the film, said, "We felt an instant rush when the brief landed on the table - to create a big summer campaign for one of the most legendary brands on the planet, featuring the biggest superstar in the country. Cliched as it may sound, we wanted to break category codes and push all the P's of marketing to its absolute limit. It was a delight working with those who backed us to the hilt with this idea."
The campaign is spread across TV, digital, outdoor and social.
Writers: Puneet Chadha, Devaiah Bopanna, Deep Joshi
Business and execution partner: Anil Nair