PepsiCo has rolled out a campaign to announce a festive offer. The campaign by JWT announces free talk time worth Rs 20 with each large SKUs from PepsiCo’s beverage line up (details below).
The campaign features four TVCs, each featuring a brand ambassador - Ranbir Kapoor, Priyanka Chopra, Mahendra Singh Dhoni and Virat Kohli.
The film featuring Kapoor opens in a vegetable market. The actor opens a Pepsi refrigerator and takes out a bottle of Pepsi. Instead of drinking it, he's shown putting it to his ear and speaking, as if it were a phone. This surprises an old woman. Kapoor looks back at her and says, 'Aap bhi try karo aunty' (You too should try this, aunty). A voice over introduces the offer in a tie-up with freecharge.com. The film ends with the old woman holding the Pepsi bottle to her ear and saying, 'Hello Ranbir, please can I get Chintoo's number (the nickname of Ranbir Kapoor's father, actor Rishi Kapoor).
The films featuring Kohli, Dhoni and Chopra follow a similar storyline.
Deepika Warrier, vice president, beverage marketing, PepsiCo India, said, “It’s been an action packed year for us with Pepsi’s new brand positioning, 'Oh Yes Abhi' that launched in January, and the Pepsi IPL that followed in April. Our latest campaign offering free talk time up to Rs 60 crores, is one of the biggest consumer promotions covering all of PepsiCo multi-serve beverage packs pan India. With the festive season around the corner, this category experiences a significant increase in in-home consumption. Therefore, we are confident that this campaign will not only enhance brand salience and imagery, but also trigger increased consumption. Moreover, this promotion aims at offering youth great value for money and builds off a very interesting proposition of two-in-one benefits of a pepsi bottle this festive season - Gale ka recharge, phone ka recharge."
The promotion valid until 31 January 2014 is applicable for pre-paid mobile consumers in India. The offer can be availed through purchase of SKUs of 1 litre and above, across Pepsi, 7 Up, Mountain Dew, Mirinda and Slice brands. A mobile number can avail the recharge once during the offer period, a PepsiCo statement informed.
Creative agency: JWT
Production house: Boot Polishh Films
Media agency: Mindshare