Pinaki Bhattacharya, Shubhrojyoti Roy and Siddhant Lahiri
Brand owner: Pepsico India Holdings
Agency: JWT (primary); Zapak Digital Entertainment (secondary)
In 2012, Pepsi was challenged by its key competitor injecting unprecedented investments 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.
In a country as diverse as India, there's one thing that unites everyone – a religion called cricket. Simultaneously, however, a football subculture was also quietly gaining momentum.
So Pepsi changed the game – literally – by doing the unexpected: infecting a cricket-crazy nation with the enthusiasm of football! This was tantamount to blasphemy: Pepsi was effectively attempting to start a social movement.