Pepsi's New Campaign

Have to admit that as much as I had disliked Pepsi's Oye Bubbly campaign, was quite impressed with the way they executed it- the song, the airtime, the on ground activities.

This time I think even less of the 'Hu Ha India, Aaya India' campaign (or is it the orgasmic 'Ooh Aah India, Aaya India'?). The post conceptualization activities, however, have been similar to that of Oye Bubbly.

Got a concept, get Shah Rukh Khan and other celebrities (this time, even the sidelined Saurav Ganguly) to plug it on TV.
Appeal to people at an emotional level, and then follow it up with a song (as heard on Radio) and finally on ground activities: "one Indian blogger" was on a waiting for a Pepsi Blue Train to Jaipur for the India-England match and at 6.22am, messaged that he had spent 2 hours on the platform waiting for Shah Rukh Khan. So, either he loves the Indian cricket team, or he loves Shah Rukh Khan. :P Update: Neither? He bailed out! Very disappointing!

Don't you think that if they spend enough money and conduct enough activities and offer goodies in India, with lots of people looking out for freebies or even just a sight of a celeb, such activities will always be successful? What's Pepsi looking for, apart from 'Top of Mind' and positive recall?
5 Comments:
Blogger Jabberwock said...

Dude, I never got on the train - gave up on the trip eventually. Too many journos/too much chaos for my liking. Wasn't feeling very well besides. And I think I'm automatically going to fall sick the next time I hear that bloody song...

October 14, 2006 10:03 PM  
Blogger Parmesh said...

I dislike their blue billion campaign. The intent is interesting of course - to build a brand 'community' - but the way they're going about it isn't very impressive. The blue billion website is horrible, to start with. If only they'd spend about the money they spend on two ad spots on creating compelling content, it might have been different.

October 16, 2006 8:53 AM  
Anonymous amitken said...

i still hvn't seen the Gangu Boy's new Pepsi ad. :(

and Pepsi's campaigns are only lot of noise and no substance these days.

October 17, 2006 8:49 AM  
Anonymous Anonymous said...

the ganguly-pepsi ad is absolutely the pits.
~ harneet

October 22, 2006 2:17 AM  
Anonymous Luv said...

i guess pepsi doesn't have anything to offer now.. no promises. so JWT is sticking to the same ol route of creating a hype around nothing at all..

November 05, 2006 9:25 PM  

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