Pepsi releases digital campaign
03 Nov 2009
PepsiCo has embarked on a digital campaign for Pepsi My Can, reaching out to youth which is its target audience.
The three-ad digital campaign featuring actors Ranbir Kapoor, Deepika Padukone and John Abraham separately went live on Facebook, the Network18 website and Youngistaan on 30 October, 2009. The ads have been directed by Zubin Driver, CEO, Cell18.
The 'What's your way' campaign gives youngsters tricky situations that they have to solve and get their picture on a Pepsi My Can. The challenge was in creating awareness about the competition, appealing to the target audience and maintaining and enhancing the brand image.
Zubin Driver created interesting videos featuring Ranbir, John and Deepika, which showed them talking to the youth. Some innovative techniques were used while shooting the films. For instance, the ad film featuring Deepika, the film was shot with multiple cut-aways, where the actress expressed her acting abilities effortlessly.
Though the films have been made primarily for the web, Cell18 shot them on film to enhance their looks.
As part of the campaign, the youth have been asked to give their answers on situations like what they would do if their father appeared while they were hanging out with their girlfriend. The participant providing the winning answer would get his/her picture on a Pepsi My Can.