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Home » Media » Press Releases » Youth mein confidence hai boss! Pepsi’s new ad with Virat ’

Youth mein confidence hai boss! Pepsi’s new ad with Virat

  • Pepsi’s campaign reflects young India’s confidence in the face of pressure

SNew Delhi, October 7, 2014: ‘Take life by the horns!’…‘Land the perfect job!’...‘Find the time to love, and to live!’…‘Break away!’…‘Steal the show!’… ‘Dominate the pitch!’ The Indian youth have it all figured out and are super confident of dealing with every situation head on. And while there are enough pressure packed moments, their confidence is what makes them stand out and succeed. Iconic youth brand Pepsi celebrates this irreverent uber-coolness of India’s youth in its upcoming ad campaign featuring dynamic cricketer and brand ambassador Virat Kohli.

The pressure that Virat faces in the TVC is not only from fearsome fast bowlers (in this instance played by legendary bowler Jacques Kallis), but also the expectations of fervent fans. In the TVC, Virat looks out at packed cricket stadium from the window of his dressing room, watching the mood outside ascend to fever pitch. Vijay Raaz, playing a journalist, confronts Virat about the intensity of pressure he is facing, and hints sarcastically at his recent form. “So…feeling the pressure?” he says asks in a smug voice. Virat’s response leaves Vijay Raaz puzzled. Click the link above to find out what happens next!

Ruchira Jaitly, Senior Director Marketing – Social Beverages, PepsiCo India says, “Pepsi as a brand has always spoken to Indian youth and their aspirations, and youth today thrive under pressure, as they want to make every moment count! Indian millennials are always-on, and approach their packed lives with the utmost confidence, living every moment to the fullest. They absolutely love to wink in the face of pressure and use it instead to their advantage. It is this confident and audacious spirit that Pepsi celebrates with its new TVC.”

The pressure that Virat faces in the TVC is not only from fearsome fast bowlers (in this instance played by legendary bowler Jacques Kallis), but also the expectations of fervent fans. In the TVC, Virat looks out at packed cricket stadium from the window of his dressing room, watching the mood outside ascend to fever pitch. Vijay Raaz, playing a journalist, confronts Virat about the intensity of pressure he is facing, and hints sarcastically at his recent form. “So…feeling the pressure?” he says asks in a smug voice. Virat’s response leaves Vijay Raaz puzzled. Click the link above to find out what happens next!

On the launch of this Pepsi campaign, Virat Kohli says “Pepsi is an awesome brand to work with. It is always great to experience how Pepsi addresses real life scenarios in a fun and irreverent way. This TVC truly defines the pressure and excitement a cricketer faces before stepping out on the field, and the way in which we can wink in the face of this pressure and really seize the moment!”.

This is the first Pepsi campaign released after the integration of PO1 creative team at JWT. Anuja Chauhan, advertising maestro and popular author, has written this TVC in the capacity of her new role as JWT Creative Consultant for PepsiCo. JWT has been Pepsi’s longest standing creative partner in India and Anuja Chauhan has been responsible for some of Pepsi’s most iconic campaigns in the past, such as ‘Yeh Dil Maange More’ and ‘Oye Bubbly’.

Anuja Chauhan, JWT Creative Consultant for PepsiCo says “Beyond the glamour and the big stars, at the core of both Pepsi the brand and Pepsi the product, lies bubbliness, fizz and irrepressibility. It's a product that comes alive under pressure, and so it inspires you to do the same - to stay chilled, audacious and optimistic, no matter what life throws at you.”

“At the heart of the idea is an insight that is very reflective of Indian youth who face a lot of pressure in everyday life, big or small, but grab every moment with an unbottled and irrepressible spirit. This idea resonated strongly with consumers and resulted in the campaign with a contrarian thought of #PressureisGood. The script and execution stays true to the Pepsi way of connecting deep, with a wink,” says Babita Baruah, SVP and Executive Business Director, JWT Delhi.

Creative Details

Agency: JWT

Creative: Anuja Chauhan

Production Company: QED

Director: Dadu

Producer: Supratik Dutta

For a lot more excitement, visit Pepsi’s Facebook page: www.facebook.com/PepsiIndia or Twitter handle: www.twitter.com/PepsiIndia

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further information, please contact:

Vidushi Khera                                                  Nitin Yadav

Genesis Burson-Marsteller                              PepsiCo India

+91-9810498106                                             +91 9811278920

vidushi.khera@bm.com                                   nitin.yadav@pepsico.com