Campaign India Team
Mar 12, 2018

Pepsi ropes in Fukrey gang as it aims to become perfect companion with food

Watch the ad film conceptualised by J Walter Thompson here

Pepsi has rolled out a campaign that has been conceptualised by J Walter Thompson. The film featuring Manjot Singh, Pulkit Samrat and Varun Sharma looks to communicate the thought that food is incomplete without Pepsi. 
The film shows Samrat and Singh seeing off their friend, Sharma at a railway station. Sharma asks the duo outside the train for a samosa. While Singh tells him to wait till he reaches Kanpur for one, Samrat goes to get him one. As he gets two samosas from a nearby stall, the train sets off. Samrat dodges obstacles and even falls, but manages to deliver the samosas. Sharma looks unimpressed though. Instead of thanking his friend, he looks towards him and asks, 'Kyun Sookhe Sookhe Hi' (why did you get it dry). A few moments later, as Sharma is putting on his headphones, his friend makes a surprise appearance with a bottle of Pepsi. The duo are shown enjoying a samosa each and a Pepsi when the ticket checker stops by. 
Raj Rishi Singh, director - marketing, Pepsi, PepsiCo India, said, “Pepsi has always communicated with consumers in contextually relevant ways. We believe that with the ‘Kyun Sookhe Sookhe Hi?’campaign we will be able to bring Pepsi to the forefront of all fun consumption occasions. The campaign celebrates friends, food and Pepsi in a unique way, by elevating the fun and food occasions. We are confident that our consumers will love the campaign.” 
Senthil Kumar, CCO, J Walter Thompson India said, "Brand Pepsi has always created popular culture and echoed the current youth trends and aims to connect with BFFs everywhere. This summer Pepsi takes a friendly dig at friendship. You can ask your friends for anything and they will go to unreasonable lengths to get it for you. Don’t you feel grateful? Of course not. This is what happens when Hunny goes to hell and back to get Choocha the samosa he asked for. Choocha makes another demand, to get him a Pepsi with it. And rightly so. How could anyone have their favourite food without a swig of their favourite Pepsi cola, right? The real, raw friendship of the Fukrey gang gave us an amazing casting opportunity. The chemistry between these bright, young, goofy characters fit the script like it was written for them.”
Client: Pepsico
Creative agency: J. Walter Thompson
Senior VP and managing partner, account management: Varun Channa
CCO: Senthil Kumar
Executive business director: Jaibeer Ahmad
ECD: Udayan Chakravarty
Creative director: Harsh Maheshwari
Senior CD: Dushyant Chopra
National planning head: Mythili Chandrasekhar
VP - strategy planning: Arnab Datta Chaudhuri
Account director: Anuj Sharma
Production house: Corcoise Films 
Producer: Cyrus Pagdiwala
Director: Prasoon Pandey
Campaign India

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