Pepsi celebrates everyday moments of spontaneity in new campaign

With pop-culture at its heart and a finger on the pulse of the trends, Pepsi is out to celebrate spontaneity by driving relevance with today’s generation. As part of its new ‘Moments’ campaign launched in India, Pepsi has unleashed over 80 of the most popular words that are entrenched in the vocabulary of today’s generation. 

Printed in eight regional languages on the iconic Pepsi cans and bottles, these words will inspire them to #FASTFORWARD into the moment and show their #SWAG. With these new packs, Pepsi is sure to grab the attention of all the #DHAAKADs in the north and get Mumbai screaming #DHAMAAL, as Kerala says #ADIPOLI! 

Elaborating on this campaign, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said, “Through the Moments campaign, we have once again taken a progressive approach to truly reflect today’s generation with a relatable packaging innovation. ‘Socha Nahi Ji Gaya, Pepsi Thi, Pi Gaya’ is our campaign philosophy and we see our purpose in being able toseed spontaneity in the life of our new age consumer. At PepsiCo, we have always celebrated packaging, which is our strongest asset, and a key driver for our Shelf to Media approach. We are confident that our Moments campaign will truly make Pepsi stand out on the retail shelves.” 

According to Senthil Kumar, Chief Creative Officer, J Walter Thompson India, “Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer, Pepsi is celebrating the spontaneity that defines today’s generation, with a set of three summer special commercials that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi.The insight remains the same as our ‘Pepsi Thi Pi Gaya’ campaign; there are some things in life that you can’t say no to a chilled bottle or a chilled can of Pepsi.” 

Much like the spontaneity of reaching out for a can of Pepsi, life should also be as spontaneous. With a unique take on the global Moments campaign, Pepsi in India will roll out a series of four short format films, three of which will appear on television and all will be digitally released. These films bring alive the attitude of ‘Socha Nahi Ji Gaya, Pepsi Thi, Pi Gaya’, each film centered around a callout on the can – #SWAG, #FASTFORWARD, #GATECRASH. 

The ‘Socha Nahi Ji Gaya, Pepsi Thi, Pi Gaya’ summer experience covers every touch point with every can and bottle of Pepsi this summer packed with spontaneous expressions of today, like #SWAG, #AANDE, #BAJAO, #BOLDAAL, #MUAH, #FASTFORWARD, #GATECRASH, #BAWAAL, #KALTI, #WINGIT, #PANGA, #GOCRAY and cuts across most Indian languages with expressions like #JOOT, #DHOOL, #SEMMA, #TAKKARU, #GETHU and #JOLLUin Tamil, #FLAT, #FATAFATI, #GHYAAM, #FULLBAWAAL, #KORBO, #LORBO and #JEETBO in Bengali, #JORU, #DHAMMU, #DOOKUDU and #DHUMDHAM in Telugu and so on, embracing the multilingual vocabulary of today’s generation. 

Pepsi brand ambassador, Virat Kohli brings his cool quotient alive in one of the films, where he is seen fielding at the boundary. The film shows Virat seemingly drop a catch, which gets the rival fans excited. But then we see that the ball lands on Virat’s shoe. Virat, with his quintessential #SWAG, dances the ball around with his shoes a few times and then catches it again. The crowd goes silent when Virat looks at them and gestures shush. He turns around to pick up his can of Pepsi which says #SWAG. 

Pepsi will be rolling out a 360-degree marketing plan, starting with the launch of the TVC on April 5. This will be supported by massive outdoor and digital surround. There will also be exclusive partner labels with KFC, Pizza Hut and PVR carrying promotions. The edgy new cans and PET bottles will be available to consumers across all modern and traditional outlets across the country. 

Campaign credits: 

Creative Agency: J Walter Thompson India

Chief Creative Officer: Senthil Kumar

Account Management

Jaibeer Ahmad: EBD & Senior VP  

Anuj Sharma: Account Director

Creative

Harsh Maheshwari: Creative Director

Dushyant Chopra: Senior Creative Director

Planning

Mythili Chandrasekar: National Planning Director

Arnab Datta Chaudhuri: AVP & Strategic Planning Director

Production House: Curious Films

Director: Vivek Kakkad