Pepsi India #PepTalk

  • Release:25/11/2015
  • Client:Pepsi India
  • Live Demo: http://www.digitalvidya.com/blog/pepsi-india-peptalk-celebrated-millennial-spirit-during-cwc2015/
  • Skills: Case Study, Social Media

Popular beverage giants Pepsi has made a long lasting impact in past decade, influencing the new generation and holding top stop in the market with new ideas and techniques. The brand communication is to connect with the impulsive generation that believes in “living in the moment”. The brand’s millennial spirit is high decibel ‘Live it Abhi’ campaign launched last year with a Cricket Super Star Record Breaker Virat Kohli which was a great and fruitful campaign.

In ICC World Cup 2015 Pepsi got the great opportunity to redefine ‘Live it Abhi,’ urging consumers to live for the moment and give a try to stuff they really want to do. Pepsi launched a TVC named ‘Time to dikhao #LiveItAbhi’ featuring brand ambassadors Indian Test Captain Virat Kohli and Bollywood Super Star Ranbir Kapoor. Interestingly, Anushka Sharma Virat’s girlfriend in real life also plays a tiny but significant role in the end.

Objectives of the #PepTalk Campaign:

The social media campaign for “Pep Talk” for the brand Pepsi had following objectives:

  • Awareness – To start any cricket season Pepsi always bring something new! This CWC2015 was something special.
  • Marketing – Pepsi’s strategy was simple it urged the consumers to have a drink and live the moments of life.
  • New Potential Consumers – To create a wave in the market by connecting with an impetuous generation who all believe in living the present moment. This Campaign also boosted sales by an increase in consumers.

#PepTalk also ensured fan engagement across all social media channels armed with the love for cricket and an opportunity to witness the historic toss. The brand has created fun engagement and also triggered brand conversations blended with cricket, with the help of witty images and videos.

Conclusion

This campaign is the best example to create the wave of marketing through social media. Pepsi is doing great in our country compared to its competitors. This giant beverage brand has always made it a point to leverage every cricket season with its interesting campaigns. It has the best brand ambassadors from the two most popularly followed categories – Cricket and Bollywood. For a brand like Pepsi that has the budgets to give to the best agencies in the country. Pepsi always wants win-win situation but still managed to provide a large platform and a chance to fame for the new generation.

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