Debrief: Pepsi: Game changer

09 Mar,2012

By Anil Thakraney

 

Ah, so Pepsi wants to totally change the game for the upcoming summer. Previously their ‘change the game’ ads involved cricketers doing offbeat stuff. This time cricket itself is gone; it’s time for some football action.

 

In the new TVC (and I suppose there will be many more as the heat picks up), brand ambassador Ranbir Kapoor asks a lad to forget practising his football skills, and instead opt for playing cricket. But the boy keeps ignoring him. Then they reach a non-functional Pepsi vending machine which Kapoor is unable to operate. The boy heads the ball onto the machine and a bottle pops out. Voila! Game changed!

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=Ior6SXL35NY[/youtube]

Yes, it works for me. The idea taps into the single-game malaise this nation suffers from, and it’s time the other games got some attention. In that sense, the TVC reflects the opinion of many, and so it’s a good consumer insight. Also, the creative treatment is simple and fun, so that’s fine too.

 

However, on a personal note, I wish Pepsi had changed the game to hockey, which is our national game and which is languishing big-time. It definitely needs all the attention it can get. Perhaps Pepsi will take that on in another commercial in this series, we’ll have to wait and watch. However, it must be said Pepsi has opened its innings on a promising note this summer.

 

Rating: (On a scale of 1 to 5): 3. Moving away from thakela cricket refreshes the campaign.

 

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