New Delhi, April 1, 2013: PepsiCo, the leading Food and Beverage Company’s flagship brand, Pepsi is all set to make the upcoming cricket extravaganza, the Pepsi IPL, the fizziest and best ever experience for cricket fans. From in-stadia fan experiences to on-line innovations and an irreverent yet insightful TV campaign, Pepsi IPL fans are in the spotlight this cricketing season. After celebrating the modern face of cricket with the successful ‘Change the Game’ in 2011 and the way the game is watched with the ‘Na-Tameez se dekha jaata hain’ campaign in 2012; Pepsi’s latest campaign around its latest ‘Oh Yes Abhi!’ theme is all about how the game is followed by the youth.
Indians are most passionate about cricket and the Indian national team, but when it comes to the annual club-style tournament, Pepsi IPL fans enjoy supporting more than one team. They support their home team but also others because of the performance, presence of their favourite players... ultimately it is about the thrill of the game. The new Pepsi IPL campaign focuses on the fans and their multiple team loyalties. The creative thought is summed up in the phrase – “Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi Oh Yes Abhi!” The first ad film in a series of commercials that goes on-air on April 3, features actor, Ranbir Kapoor in a dramatically different look; the youth icon is seen as a common man who is passionate about Pepsi IPL, but has a different story to tell when it comes to team loyalty.
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.”
“Through our new ‘Oh Yes Abhi!’ campaign we are celebrating the fans’ support for multiple Pepsi IPL teams in a light-hearted manner. Our marketing initiatives and activations are also focused on fans... from interactive contests and engagement in-stadia, on-air and on-line to product and branding innovation, everything is designed to provide the ultimate sporting experience. We are confident of making this edition of the Pepsi IPL the most thrilling and engaging event this year and in the years to come”.
Talking about Pepsi IPL and the new campaign, Ranbir Kapoor said, “This year, I am even more excited about the tournament as Pepsi is the title sponsor and am a part of the Pepsi family. I am equally thrilled about the new campaign which is whacky and fun. In a departure from the usual funky look I have in Pepsi campaigns, this one has me in a very simple look with dental braces, thick mustache and a tiffin box as an accessory. Apart from the look, I love the insight we are sharing in an interesting manner. It is about fans like us and our love for many teams and players during Pepsi IPL. The campaign truly reflects our state of mind – Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi IPL Ka Fun, Oh Yes Abhi!”
Fan initiatives during Pepsi IPL 2013 include a limited edition 1st time in India, 500 ml Fan Can; activations with partner teams; the disruptive in-stadium ‘Pepsi VIP Box’, which will provide a unique viewing experience to cricket fans who may get to share the space with their favourite celebrities and more. A series of innovative social media engagement activities promise to take the fun to the next level… now fans will not only get to watch the matches but also play a parallel Pepsi Tweet 20 tournament on Twitter; and a new website which will be full of exciting content, contests and gratification including match tickets, merchandise and a lot more. From the in-stadia branding perspective also, Pepsi has planned a lot of innovations including Can-shaped player dug-outs, 3D pitch mats, the Pepsi IPL remixed Horn and the Oh Yes Abhi! count-down timer, among others. With its Co-Presenting broadcast sponsorship deal with SET Max, PepsiCo will create a series of customized innovations with the channel to maximize engagement with fans.
“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”, commented, Agnello Dias, Chief Creative Officer and Co-founder, Taproot India.
The Pepsi IPL campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.
For more details on the campaign and a lot more excitement, log on to www.pepsi.in
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 38 beverage bottling plants and 3 food plants. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted household names trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. 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