Pepsi 2013 TVC “Oh Yes Abhi ke Abhi” FT. Ranbir & Priyanka

Now or never says youngistan

Young India is impatient and wants to do things ‘right now’. This pulse of the nation is the new philosophy that Pepsi aims to bring alive through its new brand positioning, ‘Oh Yes Abhi’.
It features Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra, besides some protagonists of the ‘now’ generation. Priyanka is shown getting restless while waiting to perform on stage; Ranbir is stuck in a traffic jam, and can’t wait to eat Pani Puri (coupled with his Pepsi); Dhoni, the calm and composed sportsman, is shown doing an uncharacteristic victory jig several moments after hitting a winning six.Pepsi always has a dynamic feature attached to it and all the taglines add to that dynamism by adding a freshness and newness to the brand.The creative agency behind the campaign is JWT, digital is being handled by Jack in the Box and Mindshare is the media planning agency roped in for the campaign .it not only captures the stars in their impatient avatars, but also shows many moments from the everyday lives that exemplify the belief of ‘now’. ‘Oh Yes Abhi’ reiterates the hunger for impatience seen in the youth today and brings it alive in a revolutionary format. it was based on the insight that youth in India are excited and know what they want, and want it ‘now’. “Pepsi wanted to be a part of that impatience and change in some way as unlike technological brands Pepsi the basic drink remains the same. Only time will demonstrate the kind of impact the campaign will make among the audience and on IPL

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