New Delhi:Pepsi’s journey to make this year’s IPL the fizziest and best ever experience for cricket fans started with a series of innovative engagement initiatives and an on-air campaign featuring Ranbir Kapoor.
Taking the excitement forward, Pepsi is bringing together one of Pepsi IPL’s biggest superstars, Chris Gayle along with the hugely talented Priyanka Chopra for the second edition of the campaign. Scheduled to go on-air on April 18, the new ad takes forward the insight of fans supporting multiple teams and the creative theme, ‘Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi Oh Yes Abhi!’
Chris Gayle or Gayle-Storm, as he is popularly known among his fans, is one of the hottest players of Pepsi IPL with his powerful game that has taken India by storm for the past many seasons. Fans of other teams also look forward to his game and his on-field antics to celebrate a boundary or a wicket. In the new Pepsi IPL commercial he manages to convince Priyanka, a Chennai Super Kings (CSK) fan, to support his team but with a little help from Pepsi. Priyanka plays an over-the-top spiritual diva in the commercial who leads her followers to pray for CSK win but ends up supporting RCB due to the Gayle-effect and of course the irrepressible temptation of a chilled Pepsi.
Speaking about the Pepsi IPL and the latest campaign, Homi Battiwalla, Senior Director – Marketing (Colas, Juices & Hydration), PepsiCo India said, “Our marketing and activation plans launched around the Pepsi IPL have received an excellent response from consumers and the excitement is only slated to build further as the tournament progresses. The second leg of our on-air campaign featuring Chris Gayle and Priyanka Chopra takes forward the insight of fans’ multiple team loyalties and presents it with an irreverent Pepsi twist. We have brought together two of the brightest stars from Bollywood and cricket in this film and are confident that the consumers will enjoy it”.
“I’m happy to be a part of the Pepsi IPL campaign and reaching out to my fans in India in a different manner. I have tried to entertain my fans in the new ad film and promise them that I will continue to entertain on the field. It will be Oh Yes Abhi entertainment on TV and during the match with a bat and a ball”, added Chris Gayle.
Priyanka Chopra added, “I have played a lot of different characters in my films but I haven’t played a spiritual diva yet! We had a lot of fun putting together this look – it’s extravagant but goes perfectly with the idea. I am really excited about this new Pepsi IPL ad film… it’s cheeky… it’s naughty and it captures the crazy kind of fan support for the various teams!”
Evident from the various activations planned, this season of Pepsi IPL is all about the fans – whether it is the on-air campaign dedicated to the way cricket lovers follow the tournament, or the limited edition gold coloured ‘FAN CAN’, or ‘Pepsi VIP Box’ amongst others. The game continues on social media with activations like the Pepsi IPL Tweet20 contest creating buzz on Twitter. Further, the brand will soon launch ‘The Pepsi World App’, a mobile application available across android and IOS devices which gives the user access to live social feeds, lets them play games to win access to the Pepsi VIP Box and also allows them to download wallpapers/ringtones.
•Creative Agency: Taproot India; Agnello Dias, Santosh Padhi
•Production House; Director: Corcoise Films, Prasoon Pandey
•TVC duration: 35 seconds
•Media Planning: Mindshare