In the clear lime category, Sprite takes a humorous twist in the latest campaign that builds on an old adage, ‘Honesty is the best policy’. “Sprite’s new campaign has been designed to strengthen the brand’s connect with the youth of today by engaging them in a simple, honest and straightforward manner,” said Venkatesh Kini, VP, marketing, Coca-Cola India.
The TVC tells the story of a young man who is friends with two girls and tells them about each other, but they refuse to believe him.
Moving away from humour and Fido Dido for 7Up, Pepsi attempts to reach out to youth by talking to them in their language and being present in stressful situations. Titled ‘Bheja fry’, or ‘Brain fry’, the campaign is the first from BBDO since it snatched the 7Up account from JWT.
For brand Pepsi, the company has unveiled another star-studded commercial with two high-visibility newcomers, Ranbir Kapoor and Deepika Padukone, along with Shah Rukh Khan. “The new campaign thought, ‘Youngistaan’, aims to capture the sense of optimism, success and buzz about India and Indian youth,” says Punita Lal, executive director, marketing, Pepsico India.
The re-launch is being supported by a 360-degree activation across TV, radio, outdoor, web and radio. The campaign will begin a dialogue with consumers by ‘unbottling’ their imagination of what ‘Youngis-taan’ means to them.
In a summer push for its non-carbonated fruit juice brand, Maaza, a new spot by Leo Burnett depicts a mango expert who tries to tempt a young boy to sample one of his favourite mangoes. The youth turns his world upside down by asking for the one mango the exporter doesn’t have - bina guthli wala aam (seedless mango).
The mango expert then searches the world before finally locating bina guthli wala aam in the form of Maaza in his very own backyard.
With a larger juice drink portfolio that includes Maaza and Minute Maid Pulpy Orange, and by launching a fresh new communication campaign, Coca-Cola is set to extend its leadership in the juice drink segment.
In a new turf war, Pepsi launched Twister, its own orange fruit drink, last October, supported by a campaign, ‘Fruit ka fresh hit’.
The coming weeks will also see some high visibility campaigns for Thums Up and Coca-Cola, as well as Mountain Dew from Pepsi.
