Pepsico is highlighting its sponsorship of the Cricket World Cup in India, Bangladesh and Sri Lanka with “Change the Game”, an integrated advertising campaign. Five television commercials feature cricketers MS Dhoni, Virender Sehwag, Kevin Peitersen, Tillakaratne Dilshan and Harbhajan Singh showcasing how a ‘Youngistaani’ has influenced their favourite cricketing shots. Pepsi’s outdoor campaign shows the five cricketers donning body art as a representation of the change. Pepsi’s Change the Game activation campaign was a hunt for 11 game changers from across 10 cities who would get to watch all India matches of the World Cup live and have all their expenses paid by Pepsi.
The Change the Game campaign is supported by a 360-degree approach, including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes online at PepsiChangeTheGame.com, Facebook and YouTube.
Indian captain Mahendra Singh Dhoni discovers his helicopter shot learning from a young man with a hay cutter, going on to use it bowling in a match against England. Click on the image below to play the video in YouTube (HD)
Click on the image below to play Dhoni’s behind-the-scenes video in YouTube (HD)
Indian offspin bowler Harbhajan Singh learns to use the doosra, the delivery originally perfected by Pakistani cricketer Saqlain Mushtaq. Click on the image below to play the video in YouTube (HD)
See behind the scenes on Bhaji’s commercial. Click on the image below to play the video in YouTube (HD)
English/Indian batsman Kevin Pietersen’s ‘switch hit’ (Palti) is developed on a melon cart. Click on the image below to play the video in YouTube (HD)
Click on the image below to play Kevin’s Behind-the-Scenes video in YouTube (HD)
Indian cricketer Virender Sehwag (Viru) has his upper cut developed by Bollywood actor Ranbir Kapoor. Click on the image below to play the video in YouTube (HD)
Check out how New Zealand Game Changing umpire Billy Bowden got his wacky “tedi ungal” crooked finger of doom. Click on the image below to play the video in YouTube (HD)
Click on the image below to play the Change the Game anthem video in YouTube (HD)
Explaining the objective, Deepika Warrier, Marketing Director, PepsiCo Beverages, India, said, “Pepsi has always been closely associated with youth platforms such as cricket; and ICC Cricket World Cup is the single biggest event that unifies millions of passionate Youngistaanis. Our ‘Change the Game’ campaign celebrates the same passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi.”
She further said, “PepsiCo is one of the global sponsors of the ICC Cricket World Cup and we have created an innovative package for brand Pepsi to leverage this mega event. We are confident that the campaign thought of ‘Change the Game’ will appeal to the youth and inspire them to be the game changers in their own lives.”
The Change the Game campaign was developed at Taproot, Mumbai, by chief creative officer/creative director Agnello Dias, creative director Santosh Padhi.
Speaking on the thought process of the campaign, Agnello Dias, Chief Creative Officer and Co-Founder, Taproot India, said, “Pepsi has always been the fearless voice of uninhibited youth; a belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket is a reflective of everything that the youth of today live by. That it’s not the textbook that matters, but the result is at the end of the day, because the game can always change.”
Filming was shot by director Prasoon Pandey via Corcoise Films.
Media was managed at Mindshare by managing partner Chanchal Chakrabarti.
The outdoor campaign was produced by Mudra Max and Sportland.
The Change the Game site was designed by Zapak.