Indian Premier League (IPL) is about to come back with a bang soon. This IPL season, Pepsi is all set to air some real interesting and social-led commercials that are solely made by its consumers. Pepsi, the title sponsor of the IPL, the greatest sports extravaganza in India is all set to take a great risk that any company could ever do. The company handovers the control of the campaign of its brand Pepsi to its consumers. "It is a risk. But, it is all about the consumers. Finalists will get a cash prize of Rs 1 lakh.” said Chira Jaitly, senior director (social beverages), PepsiCo India.
The company says it’s their first socially-led, content driven campaign till date. Thus, through this ground-breaking challenge, Pepsi opens up a great opportunity to Indian consumers to show their affection for the brand by making 30-second commercial on the theme ‘Crash the Pepsi IPL’. A special jury will select the best entries and those commercials will be aired. On every weekend, around six new commercials are intended to air throughout the season. The Best consumer voted commercial will be aired on the last weekend of the IPL. On the while, Pepsi will continue to have its own commercials for all other brands during the IPL season.
Pepsi has enlisted celebrities such as Usher, Usain Bolt and Serena Williams for a year-long social media promotion. The company is also about to announce new challenges on social and digital channels via the ambassadors, urging consumers to take on the global and local challenges that combine pop culture with social good every month.
Jaitly said Pepsi Challenge would take off from India and it will be launched in other markets later on. "While this is the first set, there will be different Challenges, including some global ones, throughout the year," she added. Pepsi will continue to have its own commercials for all other brands during the IPL season.
The company says it’s their first socially-led, content driven campaign till date. Thus, through this ground-breaking challenge, Pepsi opens up a great opportunity to Indian consumers to show their affection for the brand by making 30-second commercial on the theme ‘Crash the Pepsi IPL’. A special jury will select the best entries and those commercials will be aired. On every weekend, around six new commercials are intended to air throughout the season. The Best consumer voted commercial will be aired on the last weekend of the IPL. On the while, Pepsi will continue to have its own commercials for all other brands during the IPL season.
Pepsi has enlisted celebrities such as Usher, Usain Bolt and Serena Williams for a year-long social media promotion. The company is also about to announce new challenges on social and digital channels via the ambassadors, urging consumers to take on the global and local challenges that combine pop culture with social good every month.
Jaitly said Pepsi Challenge would take off from India and it will be launched in other markets later on. "While this is the first set, there will be different Challenges, including some global ones, throughout the year," she added. Pepsi will continue to have its own commercials for all other brands during the IPL season.
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