Pepsi is going “bubbly” this summer. The soft drink major has unveiled a new campaign, taking forward the concept of ‘thirst’ (pyaas) through a new catch phrase ‘Oey Bubbly’.
The 60-second ad campaign articulates the philosophy behind Pepsi’s popular tagline ‘Yeh Pyaas Hai Badi’ in its inimitable effervescent manner, and comes from the insight that the thirst for a Pepsi is so intense that even inanimate objects lust for it.
Featuring Shahrukh Khan with animation characters created by Studio Glassworks, London the ad brings high end animation for the first time to the small screen. It brings out the thirst for Pepsi at different moments in everyday life. Ehsan, Shankar, Loy have produced music tracks for the commercial.
According to Pepsi Foods Pvt. Ltd. executive director (marketing) Punita Lal, “The new ad campaign reiterates Pepsi’s youthful positioning, and conveys the thirst our consumers have for Pepsi. We are unleashing a slew of activities around the theme “Oey Bubbly” thereby reaching out to our consumers from all possible platforms music, radio, TV, Internet and eateries. These initiatives, along with the ongoing unique “Pepsi Khufiya Card” promotion, add a lot of fun and excitement to the summer months.”
Oey Bubbly Music Video: As part of the Oey Bubbly campaign, Pepsi is bringing out a music video titled Oey Bubbly! “the Bubbly” Grind. The music video features Amitabh Bachchan, Preity Zinta, Sachin Tendulkar, Rahul Dravid, Irfan Pathan, Yuvraj Singh, Zaheer Khan and Mohammad Kaif. It is being shown on all major music, sports and entertainment channels. Pepsi has tied up with Universal Music to cut music cassettes and CDs of the music video.
Radio & Internet: The Oey Bubbly music video song is being aired on all popular FM radio channels. In addition, in an innovative initiative, Pepsi has also presented brief spots in radio channels introducing “Bubbly”. The company has also introduced specially-devised Oey Bubbly games on the Internet.
In addition to this, Pepsi has also introduced new attractive “Oey Bubbly” merchandise for eateries, POS materials and outdoor signages.
Pepsi’s “Oey Bubbly” campaign comes close on the heels of its hugely successful “Khufiya Card” (Mystery Card) promotion. The interactive “Khufiya Card” promotion has been a bonanza for consumers across the country, bringing cash rewards for winners.