Pepsi has launched a new TVC titled 'Har koi jeetega' to communicate its latest talk-time offer. It follows the festive campaign rolled out in October 2013 where it offered mobile recharges for pre-paid mobile consumers in India.
The film conceptualised by Taproot shows brand ambassador Ranbir Kapoor walking on the street. He bumps into one fan who is shown wearing a Mumbai Indians t-shirt and is rejoicing on his victory. The next shot shows a victory parade and shows people in 'Mumbai Blue' celebrating the win. Kapoor joins in the celebrations but is then amazed to see Kolkata Knight Riders fans also celebrating victory. This is followed by shots of CSK fans celebrating as well. Confused, Kapoor asks himself 'Sab jeet gaye toh haara kaun' (if everyone has won, then who has lost). He's then shown picking up a pack of Lays and a bottle of Pepsi. He feeds in the code on the packs through his mobile phone to realise he has won talk time and joins in the victory celebrations.
Pepsi has tied up with Paytm for this offer.
Deepika Warrier, vice president – marketing, PepsiCo India, said, “We are happy to partner Paytm to deliver consumer value via talk time across our wide range of food and beverage brands. With the T20 season in full swing this summer, our food and beverage brands experience a significant increase in in-home consumption. We are sure this powerful activation across markets will drive consumer affinity for our brands.”
The TVC went on air on 18 April.
Creative agency: Taproot
Chief creative officers: Agnello Dias & Santosh Padhi
CEO: Umesh Shrikhande
ACD and writer: Mayuresh Dubhashi
Account management: Rahul Megharaj & Maithili Naik
Production company: Tubelight films
Director: Prashant Issar
Producer : Radhika Sawhney
Music Director: Anand Ranganathan
DoP: Kartik Vijay
Media agency: Mindshare