Pepsi: Taking on a religion called cricket

Siddhant Lahiri, Shubhrojyoti Roy and Pinaki Bhattacharya

Campaign details

Brand owner: PepsiCo India
Agency: JWT
Brand: Pepsi
Country: India
Channels 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 viral
Media budget: 1 - 3 million

Executive summary

In 2012, Pepsi was challenged by its key competitor injecting unprecedented investment into the Indian market. It was also worrying that the brand was becoming increasingly distanced from the youth, with almost every marketer in India wooing youngsters. To reconnect with them, Pepsi had to give young India something big, new and unexpected.