Campaign India Team
Mar 28, 2016

Pepsi ‘Mini Can’ delivers ‘Big Lesson’ via Mafioso series, arrives

Watch the web series conceptualised by J. Walter Thompson here

wide player in 16:9 format. Used on article page for Campaign.

Pepsico has created a web series for its Mini Can launch in India. The content is a result of collaboration between Pepsico, creative agency J. Walter Thompson, Vivek Kakad of Curious Films and several others, according to the agency.

The objective was to move way from traditional advertising, and create digital content ‘with aspirational imagery targeting SEC A digital natives’.
 
The series, which takes the humour route, features an Italian mafia boss ‘Mr Can’ and his right hand man ‘Mr Cornell’. Each part of the series delivers a simple lesson and drives home the message, ‘Never underestimate the power of little things’. All the films signs off with the message: ‘Little Can. Big Lesson.’ 
 
The first part introduces the characters and their quirks. It features an interaction between the mafia boss and his right hand man, on who his successor should be. When Cornell says he should succeed the boss, reasoning that the boss’ son is ‘a fool’, the initially shocked Mr Can appreciates his honesty. A test of honesty among three young men follows. They are asked to create a pyramid with Pepsi Mini Cans, blindfolded. Two of them complete the task, while the third hasn’t even begun. He explains that he could see through his blindfold, and to take up the task would have been cheating. The boss is moved by his honesty, as the ‘Big Lesson’ is delivered.
 
The other episodes in the series deliver the importance of loyalty, among other things, in the same, quirky manner.
 
 

 
 

 
Credits
 
Client: Pepsico
Client team: Vipul Prakash, Anshul Khanna, Mansha Tandon
Creative agency: J. Walter Thompson
Chief creative officer: Senthil Kumar
Creative team: Senthil Kumar, Vivek Kakkad, Karan Amin and team
Account management : Babita Baruah, Jaibeer Ahmad, Rahman Kazmi, Anuj Sharma.
Production house : Curious Films
Director (film): Vivek Kakkad
Producer: Shahzad Bhagwagar

 

Source:
Campaign India

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