Pepsi, presenting sponsor of the Indian Premier League, is driving home its 'Oh yes abhi' positioning with a new campaign. This is the first of a series of TVCs from the beverage brand for the current IPL season, created by Taproot India.
The film opens with two fans, one each from Kolkata Knight Riders and of Kings XI Punjab, trying to establish the supremacy of one team over the other. The two are holding Pepsi bottles in their hands. That’s when brand ambassador Ranbir Kapoor steps in. He grabs both the half empty Pepsi bottles and mixes the cola into one. Using his gesture as a metaphor, he tells the duo not to argue and stand united as Indians. Once he is done with his preaching, a child is shown running towards him celebrating team Delhi Daredevils' victory. He joins the revelry and does a victory dance in front of the KKR and KXIP fans before drinking Pepsi. The film ends with Kapoor saying, ‘Kolkata kabhi, ya Dilli kabhi, but ‘Pepsi - Oh yes abhi’.
On the campaign, Deepika Warrier, vice president, beverage marketing, PepsiCo India, said, “In our first year as the proud sponsors of the biggest annual cricket tournament, the Pepsi IPL, we are thrilled to add the extra fizz to fan experiences across mediums. For us this is a perfect platform as it provides wider reach and engagement opportunities with our core target audience in the peak beverage season.”
Agnello Dias, co-founder and chief creative officer, Taproot India, said, “This edition of Pepsi IPL will have only two constants, change and Pepsi. The idea, ‘Yeh kabhi toh woh kabhi’, captures the effervescent ever changing, non-stop spirit of the tournament bound by a potent sip of Pepsi.”
Besides the TVC, Pepsi has lined up several marketing initiatives around the tournament, including interactive contests and in-stadia engagement, besides launching a limited edition IPL 500 ml can.
Client: Pepsico India
Creative agency: Taproot India
Production House: Corcoise Films
Film director: Prasoon Pandey
Media Agency: Mindshare