PepsiCo has announced an initiative with Airtel through which it offers up to 2GB of free data for the latter's prepaid customers.
To communicate the same, a film featuring Akshay Kumar (brand ambassador for Kurkure) and Ranbir Kapoor (brand ambassador for Lay's) each have been rolled out.
The Kurkure film opens with Kumar announcing to his family that he will be preparing snacks and asks his brother to open a video of a recipe. The brother tries to avoid Kumar cooking and informs him that the data pack has finished. The father hands over a Kurkure pack and urges them to eat that instead. Kumar takes the pack and informs the family that now he'll cook the full dinner thanks to the 2GB data pack he received through the packet of Kurkure.
The Lay's film shows Kapoor receiving a video call from his friend. His friend mentions how he is tired of eating khichdi and would want to learn Ranbir’s recipe for Biryani. Kapoor asks his friend to buy a packet of Lay's and use the free data to go online and learn the recipe.
Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “The ‘new normal’ has catapulted everyone into a more digital world than ever before. At PepsiCo India, as part of our digital first approach, we follow evolving digital trends and develop matching strategies. Our insights showed us that consumers are enjoying our products and seeking convenience while working and watching content at home. The special initiative with Airtel is therefore is perfect fit that will further compliment in-home experience of consumers. With festive season kicking in, the initiative, truly emphasise the importance of staying connected with friends and family.”
Shashwat Sharma, chief marketing officer, Bharti Airtel, said, “At Airtel, we are obsessed about offering our customers the best network experience. We are thrilled to partner with PepsiCo India to help all their customers experience our award winning 4G data services. This also gives us the opportunity to reward our loyal customers with complimentary data and unlock a world of digital experiences on Airtel Thanks when they buy their favourite packet of snack.”
Senthil Kumar, chief creative officer, Wunderman Thompson India, said, “Kurkure has always been an integral part of the Indian family, celebrating the quirks and quibbles that keep it together. Lay’s is all about the jokes, pranks, winks, and nods that help friends stay friends. One thing that’s common between them - connections. And nothing helps you connect like data. Whether you do it with a friend over a long-distance video call, or with your dad, while binge-watching an entire season on Netflix over the weekend, is entirely up to you. Which is why Kurkure and Lay’s are offering something you can never have enough of (besides the snacks mentioned above) – up to 2GB of free data with every pack.”