This is Pepsi's first football campaign in India
PepsiCo has ‘changed the game’ again! With the popular drink’s new campaign showing actor Ranbir Kapoor promoting football and saying ‘ab badlega game’, it is clear indeed that PepsiCo has abandoned cricket for football.
Last summer, Indian televisions saw Pepsi’s ‘change the game’ campaign promoting cricket in India; this time around it is football. The soft drink’s new campaign, which stars Ranbir Kapoor, is said to be followed by a series of initiatives over the year. The campaign, which will be supported by a 360-degree approach, includes outdoor advertising, consumer engagement and social media programmes.
For Pepsi, which associates itself with youth passions like sports, movies and music, this is its first football campaign in India.
Deepika Warrier, executive director (marketing), Pepsico Beverages, India, said, "Pepsi has always taken the lead in celebrating newer and emerging youth platforms - from cricket to movies to music. The brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a youth soul mate, Pepsi is proud to be associated with the sport. With an exciting line-up of cricketing events, including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year."
Ranbir Kapoor, who himself is a big football fan, spoke about the campaign, “football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”
Why Football?
In a country like India, where cricket is considered as a religion when it comes to sports, why has PepsiCo opted for soccer? Probably because of two reasons: One Indian cricket going through tough times; be it internal ‘games’ or external. Secondly, when India will see its first football league this summer, it is apt that PepsiCo endorses the most popular sport in the world.
For Pepsi, which associates itself with youth passions like sports, movies and music, this is its first football campaign in India.
Deepika Warrier, executive director (marketing), Pepsico Beverages, India, said, "Pepsi has always taken the lead in celebrating newer and emerging youth platforms - from cricket to movies to music. The brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a youth soul mate, Pepsi is proud to be associated with the sport. With an exciting line-up of cricketing events, including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year."
Ranbir Kapoor, who himself is a big football fan, spoke about the campaign, “football is life for me and if not an actor I would have loved to be a footballer. It teaches one team work, determination and discipline apart from being such an exciting sport. I am thrilled that Pepsi is bringing the joy of football to India and am delighted to be a part of this campaign.”
Why Football?
In a country like India, where cricket is considered as a religion when it comes to sports, why has PepsiCo opted for soccer? Probably because of two reasons: One Indian cricket going through tough times; be it internal ‘games’ or external. Secondly, when India will see its first football league this summer, it is apt that PepsiCo endorses the most popular sport in the world.
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