Finally, an ad from Pepsi that brings a smile on the face! After the disastrous ad featuring Ranbir Kapoor and Sanjay Dutt on the lines of ‘Pepsi bhi gayi, sexy bhi gayi’ (how ridiculous is that!), this one’s a winner. A perfect entertainer communicating the brand proposition effectively and instilling a sense of country pride.
Ranbir Kapoor is shown as a butler working in a presidential palace of a country that looks like Germany or Russia. The Prez needs a Pepsi and Ranbir notices that there’s a last one left, which he was vying for. The Sergeant orders him to take the Pepsi to the Prez directly. Ranbir, on his way, deliberately tries hiding the Pepsi and starts shaking the bottle as if to show that he has mixed the drink with something. The CCTV of the palace catches that and asks the Sergeant to intervene. The Sergeant who is quite positive that Ranbir has poisoned the drink, forces Ranbir to instead drink it. Ranbir seizes the opportunity, drinks it one gulp, leaving the rest confused. And Ranbir then leaves the scene with a tongue-in-cheek comment in Hindi which says ‘They couldn’t even save a Pepsi’. Very creative, indeed!
Pepsi’s brand ambassador, Ranbir Kapoor, is a perfect fit for the brand value proposition of ‘Youngistaan ka wow’. He is a promising star in the next gen and is surely idolized by the aspirational youth. And considering that Pepsi is an impulsive purchase product, they needed an ambassador, who would truly represent the youth of India and to whom the youth will look upto. Also, since the youth in the country is the largest percentage of the population, it’s a smart platform to take as well. Specifically, what I like in the ad is the fact that it instills some amount of national pride through the youth. I am not a fan of patriotic ads and honestly quite disappointed by some Indian brands like Siyaram who use the country as the differentiator coercing Indians to use Indian brands rather than MNCs. Don’t think Indian brands need to do that; they should be competitive enough to sell on their brand image. Pepsi, being an MNC, has managed to do generate patriotism with a lot of finesse. Kudos! Here’s raising a toast (of Pepsi) to Youngistaan.
Ranbir Kapoor is shown as a butler working in a presidential palace of a country that looks like Germany or Russia. The Prez needs a Pepsi and Ranbir notices that there’s a last one left, which he was vying for. The Sergeant orders him to take the Pepsi to the Prez directly. Ranbir, on his way, deliberately tries hiding the Pepsi and starts shaking the bottle as if to show that he has mixed the drink with something. The CCTV of the palace catches that and asks the Sergeant to intervene. The Sergeant who is quite positive that Ranbir has poisoned the drink, forces Ranbir to instead drink it. Ranbir seizes the opportunity, drinks it one gulp, leaving the rest confused. And Ranbir then leaves the scene with a tongue-in-cheek comment in Hindi which says ‘They couldn’t even save a Pepsi’. Very creative, indeed!
Pepsi’s brand ambassador, Ranbir Kapoor, is a perfect fit for the brand value proposition of ‘Youngistaan ka wow’. He is a promising star in the next gen and is surely idolized by the aspirational youth. And considering that Pepsi is an impulsive purchase product, they needed an ambassador, who would truly represent the youth of India and to whom the youth will look upto. Also, since the youth in the country is the largest percentage of the population, it’s a smart platform to take as well. Specifically, what I like in the ad is the fact that it instills some amount of national pride through the youth. I am not a fan of patriotic ads and honestly quite disappointed by some Indian brands like Siyaram who use the country as the differentiator coercing Indians to use Indian brands rather than MNCs. Don’t think Indian brands need to do that; they should be competitive enough to sell on their brand image. Pepsi, being an MNC, has managed to do generate patriotism with a lot of finesse. Kudos! Here’s raising a toast (of Pepsi) to Youngistaan.
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