‘Live it Abhi’, exhorts Pepsi to the youth on today

10 Mar,2015

By A Correspondent


Pepsi celebrates the fun and entertainment attitude of Indian youth by rolling out a new thematic campaign – Live It Abhi.


With its irreverent spirit and dynamism, Pepsi has always led youth imagination and challenged convention. The new Live It Abhi campaign inspires young Indians to shake things up and leave a mark wherever they go. The campaign features a star-studded ensemble cast with brand ambassadors Ranbir Kapoor and Virat Kohli – two of the country’s hottest and most sought after youth icons. In an interesting twist, leading actress Anushka Sharma makes a special appearance.


Speaking about the launch of Pepsi’s new Live It Abhi campaign, Ruchira Jaitly, Senior Director Marketing – Social Beverages, PepsiCo India, said “Pepsi has always shared a strong and culturally relevant connect with the youth. We have been an integral part of Indian pop culture and shaped opinion at every stage. This year is extraordinarily special at Pepsi, as we make the young Indian the focal point of all our campaigns and activations. In 2015, the consumer is ‘front-and-center’ for Pepsi, not just as a target audience, but in a much more exciting and meaningful way. This year, we will engage with Indian youth in a manner that has never been seen before in India.”


The new TVC enlivens the Live It Abhi philosophy by urging the consumer to grab opportunities, dive headlong into life, and live it now. For the first time, consumers will see Ranbir and Virat together in a Pepsi ad; along with a sizzling cameo by Anushka Sharma. The film opens with Virat Kohli batting, and sending the ball over the ropes in a smashing stroke. Sitting in the crowd is Ranbir Kapoor, who catches the ball and with a Pepsi bottle in his hand, decides to Live it Abhi that very moment. Watch the link to know more.


Talking about the TVC, Anuja Chauhan, Creative Consultant, JWT said “The ad celebrates the irreverent cheeky attitude of Youth today, who see life not as a spectator sport but as a stage – with spotlights to be stolen, whistles to be earned, and hearts to be won. And that it is better to try – and flop – than not try at all.”


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