PEPSI ‘OH YES ABHI’

By : Dr. Swati Gogawat MBA3/1372

“Dil ka kaha sunna ho, Toh Zaroorat kya Dekhna. Jeene ka Mazza Lena ho, Toh Mahurat kya Dekhna”

Brand-PEPSICO

PepsiCo Inc. is an American multinational food and beverage corporation headquartered in Purchase, New York, United States,

In the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products

Founded in 1965, current CEO Indra Nooyi

Strategy

Young India is impatient and wants to do things ‘right now’. This pulse of the nation was the new philosophy that Pepsi aimed to bring alive through its new brand positioning, ‘Oh Yes Abhi’

A film that launched the new positioning went air on 1 February 2013.

It featured Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra, besides some protagonists of the ‘now’ generation.

Strategy

The new campaign witnessed a spread across radio, on-ground and outdoor, besides digital and social media. There was also a contest, where two people were selected to attend the IPL auction.

Situational Analysis

‘Oh, Yes Abhi’ proposition (Global version is ‘Live for

Now’) by PepsiCo India was based on the premise that ‘impulsive, impatient’ are some of the characteristics of Youngistan.

To increase customer engagement platforms

Pepsi India topped the game with the IPL fever and the timing of “Oh Yes Abhi’ campaign couldn’t have been better than this

Situational Analysis

Pepsi wanted to be a part of that impatience and change in some way as unlike technological brands Pepsi the basic drink remains the same.

This film not only captured the stars in their impatient avatars, but also shows many moments from our everyday lives that exemplify the belief of ‘now

Situational Analysis

Pepsi has also launched what it terms, India’s first online, on-demand gig, #TheWorldsSmallestStage. The gig was streamed live onhttp://pepsiohyesabhi.com and Yahoo’s homepage

Competitor thumbs up was lagging behind, when they signed Salman to help consumers realize the hero with them them and challenge their own limit

Objective of the camapign

PepsiCo has replaced DLF Ltd as the title sponsor of IPL starting with the 2013 season.

Carrying forward its association with IPL T20, Pepsi India came up with its new brand positioning, ‘Oh Yes Abhi’ to connect with its impulsive target audience. This was in sync with their new tvc “Oh Yes Abhi”

Execution

Micro site-Fans were expected to voice their thoughts on what they really want right now with hashtags # CantWaitAbhi and #OhYesAbhi

A huge Pepsi bottle was placed in the center with bubbles floating to the top. The bubbles contained incoming answers from across users which works like a live feed.

Execution

As part of ‘now’ proposition, an on-demand digital live concert ‘Music Abhi’ was designed. Raghu Dixit &

Spud in the Box performed gigs voted by the social media audience.

Pepsi launched the digital leg of its 'Oh Yes Abhi' campaign.

Called 'Pepsi Shot 60', the brand gave online users the opportunity to shoot

and showcase a 60-second film

Results

Pepsi shot 60 contest received an impressive 200 entries uploaded in 24 hours.

Music Abhi concept was well received & over 10,000 people attended the concert virtually!

The top 10 entries were showcased on Pepsi's Facebook community, which has 36 lakh fans.

The three films to get most votes on Facebook were rewarded.

Apart from the top three getting monetary rewards, the winner, Samik, was also provided with the opportunity to intern at a film production company.

Learning and Conclusion

The Pepsi Insider contest is active for only for a day. Considering the fact that Pepsi was the main sponsor for IPL 2013, they could have done a huge campaign for several days around the IPL auctions. The short span of the contest earned v less attention.

Change is always good. Pepsi as a product never changes and never will. They do something new not because they had a new campaign launch but they feel that there is a requirement to change and that was exactly the starting point of this particular campaign

Learning and Conclusion

The overall campaign has been successfully running

online and is gaining attention from its audience. Although a lot more could have been done around the IPL auctions.

Oh Yes Abhi! translates into - live for the present as tomorrow is too late, ‘now’ is the time to bring about a change; ‘now’ is the time to take action; if you wish to make it big, work on it ‘now’ and many such sentiments synonymous to the young generation today.