For years, famous celebrities from the world of cricket and filmdom have endorsed Pepsi. The brand’s latest campaign “60 Crores Tak Ka Recharge”, in India, is being endorsed by popular Bollywood actors Ranbir Kapoor and Priyanka Chopra, and Cricket superstars MS Dhoni and Virat Kohli.
The campaign produced by JWT revolves around a promotional offer where Pepsi India announces a festive offer to win free talk-time of Rs.20 on purchase of every large SKU from PepsiCo’s beverage range, on the occasion of Diwali.
All Pepsi lovers have to do, is to buy 1 liter Pepsi packs or above, search for an eleven digit code under the label of the brand, register it at www.freecharge.com and redeem free mobile talk time worth Rs.20.
A Similar offer can also be availed on 7 Up, Mountain Dew, Mirinda and Slice bottles.
“Our latest campaign offering free talk time up to Rs 60 crores, is one of the biggest consumer promotions covering all of PepsiCo multi-serve beverage packs pan India. With the festive season around the corner, this category experiences a significant increase in in-home consumption,” Deepika Warrier, Vice President – Beverage Marketing, PepsiCo India, said while commenting on the campaign.
“Therefore, we are confident that this campaign will not only enhance brand salience and imagery, but also trigger increased consumption.”
To execute a 360-degree activation impact, Pepsi has promoted this campaign via a variety of mediums.
However, around four short commercials have been rolled out for the campaign. Each has been filmed at a different location featuring one of the four brand ambassadors.
All of the four advertisements have a similar storyline with the actors using a bottle of Pepsi as a mobile phone, while a voice over in the end introduces the talk time offer to the audience.
As the season of festivals and celebrations is in the air in India, the brand could not find a better time to launch their talk time campaign. With four popular Indian celebrities supporting the campaign, Pepsi is bound to attract the masses.