Pepsi: Taking on a religion called cricket
Siddhant Lahiri, Shubhrojyoti Roy and Pinaki Bhattacharya
Campaign details
Brand owner: PepsiCo IndiaAgency: JWTBrand: PepsiCountry: IndiaChannels used: Branded content, Cinema, Email marketing, Events and experiential, Games and competitions, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Public relations, Radio, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million
Executive summary
In 2012, Pepsi was challenged by its key competitor injecting unprecedented...