To be fair, it was not only Pepsi that used the 2007 Cricket World Cup as a marketing
tool. Others too hitched a ride on the same boat. But you have to give it to Pepsi. After the Caribbean debacle when most brands were seen looking for cover, Pepsi dared to be different, played on India’s emotional attachment with the game, backtracked from the 2007 Cup and is now focusing on the next World Cup. Ooh-Aah–India may not have become the new Indian anthem, but their latest offering has nevertheless taken the Blue Billion campaign a step ahead.
Okay enough! Here’s how the ad goes, for the uninitiated that is. Four teenagers ask a tailor to stitch an India cricket team uniform for them. When the old tailor starts taking measurements, they come up with exaggerated figures. Finally, the old and by now baffled tailor asks them when they would like the delivery. They smile mischievously
at each other and declare four years later (in time for the next World Cup), even as they walk out gulping the (erstwhile) World Cup cola.
Damage control? Guess you are already thinking along those lines. This TVC has actually managed to do much more than come to the rescue of both cricket and Pepsi alike. Says Shoumitra Rai Chaudhary, the Creative Director for this ad: “We were confident about the ads success as we knew that the idea was different and there were less chances of it backfiring.”
tool. Others too hitched a ride on the same boat. But you have to give it to Pepsi. After the Caribbean debacle when most brands were seen looking for cover, Pepsi dared to be different, played on India’s emotional attachment with the game, backtracked from the 2007 Cup and is now focusing on the next World Cup. Ooh-Aah–India may not have become the new Indian anthem, but their latest offering has nevertheless taken the Blue Billion campaign a step ahead.Okay enough! Here’s how the ad goes, for the uninitiated that is. Four teenagers ask a tailor to stitch an India cricket team uniform for them. When the old tailor starts taking measurements, they come up with exaggerated figures. Finally, the old and by now baffled tailor asks them when they would like the delivery. They smile mischievously
at each other and declare four years later (in time for the next World Cup), even as they walk out gulping the (erstwhile) World Cup cola.Damage control? Guess you are already thinking along those lines. This TVC has actually managed to do much more than come to the rescue of both cricket and Pepsi alike. Says Shoumitra Rai Chaudhary, the Creative Director for this ad: “We were confident about the ads success as we knew that the idea was different and there were less chances of it backfiring.”
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Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Read more:-
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