PEPSI - Game changed ??



Pepsi ad - Ranbir teaching Sehwag to employ 'upar cut' ahead of CWC 2011.

'Change the game' is what they say. So a self-evident question pops out of one's mind - What game are they trying to change, or are they ? Pepsi, which need not mention is a mammoth brand of soft drinks in the world, has had vastly successful, star studded ad campaigns in the past with all the bollywood and cricket stars featuring on a regular basis. The current campaign, definitely appearing to have gauged the changing trend in the country, has introduced changes as its slogan promises but has it done enough to meet the standards it has set for itself in the advertisement world. Lets have a look!

 The Youngistaani approach looks to continue as far as their target sector is concerned with the
current endeavors being youth-centric. While it all started prior to the Cricket World Cup 2011, when the popular cricketers in the sub-continent were being taught the skills they have improvised and become well-known for, through different props by the fans and Pepsi claimed to have sponsored their particular style. The pallu scoops and the upar cuts were given an all new provenance and hence, the ads grew to become popular, looking to have found its motive. More so, India winning the world cup means a more than successful end for the World Cup sponsors.

However, if the former changed the game, then presently the game has changed, at least that is what their current advertisements suggest. It started with a guy inspiring our Desi Glamboy, Ranbir to 'change the game' to football and ridiculing his urges to play cricket at the same time. This was followed by an ad where the European champions Chelsea FC's stars were shown playing some kind of combo of football and cricket with our Indian World Cup hotshots. A digression from the brand statement they were trying to make earlier, you feel. Nonetheless, with events like T-20 football which saw star striker Didier Drogba promoting its final event itself, presently its strategy can be distinctly discerned which is driving the youth of our country towards football. Thus, the game is being changed from Cricket to Football, at least the current scene of advertisements suggest this.

Pepsi ad - Ranbir decides to change his game to football.

I don't say that the awareness of football should not disseminate in the country. But as far as branding is concerned, the campaign which started by tapping in the feelings of our loyal cricket fans sees itself diverging towards an all new game. Tumultuous, is it? Its yet to see however, that for a cola brand which has seen itself capitalizing on the indigenous penchants of people in general, how effective will they be in changing the game of the nation?

 RATING - 6/10