Unabashed! That is what Pepsi is in India when it comes to cricket

Clearly, Pepsi and the agency took the cue from the reigning sentiments that were flowing in the minds of every Indian at that time: to get fresh talent into Team India. “The kids were actually a bonus,” Rohit Ohri, MD, JWT, told 4Ps B&M. “It was a challenge to work with four kids who were so fresh and had no clue about acting, yet it was fun and the result, great,” he said.

However, at a time when the industry is screaming hoarse about lack of freshness in creatives, this act from the Pepsi stable admittedly has nothing innovative to its credit. But it appeals to the emotional attachment that the average Indian has for the game.

The best part perhaps is that Pepsi has managed to pull out of a terribly embarrassing situation, without having to rely on any big-ticket (and big-bucks) celebrity a la Bollywood Baadshah’s or Shahenshah. In as much, Pepsi has shown the way for myriad other brands (Surf Excel and Bajaj Avenger included) who are cashing in by following a similar positioning.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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