Pepsi: Changing the way the game is watched

Shubhrojyoti Roy

Campaign details

Brand owner: Pepsico India Holdings
Lead agency: JWT Delhi
Contributing agency: Digivaasi Interactve Services and Zapak Digital Entertainment
Brand: Pepsi
Country: India and Sri Lanka
Channels used: Earned media, buzz, Events and experiential, Games and competitions , Online video , Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Sales promotion, Social media , Sponsorship - event, property
Media budget: Up to 500k

Executive summary

This case study describes how Pepsi, one of the many sponsors of the 2012 T20 Cricket World Cup in Sri Lanka, wanted to create a low-budget branding property; one that stood out from a dozen others in the cricket stadium and generated a buzz that would be reflected in its sales in India and Sri Lanka.