JWT creates launch campaign for Pepsi MAX

PepsiCo India has launched their newest brand of cola, 'Pepsi Max' in India. For the launch of this soft drink, JWT's Delhi office has conceptualised a new TVC. Positioned as the drink that provides extra fizz with no sugar, the tagline used in the new campaign is 'Maximum Kick, No Sugar'.

The Indian TVC is an adaptation of the Pepsi Max TVC aired internationally. The “Interview” is set in an office where one of the candidates being interviewed suddenly behaves in an erratic and unexpected manner proclaiming he is being tortured by the boss interviewing him. His situation as he exits the boss’ office petrifies the other hopeful candidates and convinces them to leave the office premises. One candidate remains seated who is still waiting to be interviewed and given the lack of competition gets selected. His friend had masterminded the whole interview situation to eliminate the competition and help him secure the job. The TVC ends with the three friends shown celebrating the success of the plan by drinking Pepsi Max and the voiceover for the ad says, " Introducing Pepsi Max, Maximum Kick, No Sugar".

Commenting on the launch of Pepsi Max, Sandeep Arora, executive vice president, PepsiCo India, said "The Pepsi Max drinker is the guy who works hard and plays harder - who believes in getting more out of every moment. He is confident, intense, gutsy, street smart, a full-on kind of a guy who revels in his laugh-out-loud experiences with his mates."

Roopak Saluja from Bang Bang Films added, "The original spot directed by Matthijs Van Heijningen of MJZ was such an iconic hit that Pepsi saw no reason for too much engineering.  So the brief was to replicate it appropriately for the market.  Nic & Sune managed to add to subtle characteristic touches of their own. Given Bang Bang's focus on digital media, the online launch made it an even more interesting project for us."

Commenting on the launch of Pepsi Max, Punita Lal, executive director, Marketing, PepsiCo India, said, “The introduction of Pepsi Max is a defining moment for the cola industry in India. Pepsi Max is one of Brand PepsiCo greatest international success stories that has driven growth and rapidly built market share. With this launch, Brand Pepsi further strengthens its imagery leadership in the cola category by offering its consumers a beverage with a higher cola kick, more fizz, punch and an added advantage of ‘no sugar’. We are confident that with its unique, edgy imagery and unbeatable ‘Maximum Kick, No Sugar’ experience, Pepsi Max will soon become a ‘cool reference brand’ for young adults while heralding a new segment in the cola category leading to category expansion”Pepsi Max will first be launched in Delhi and NCR and will spread to the rest of the country over a period of time and will look to target the 25 - 35 year old urban young adults.

WATCH TVC here

Credits

Title: Interview

Brand: Pepsi Max

Client: Pepsico

Agency: JWT (Delhi)

Creative director: Soumitra Karnik Agency

Producer: Mandeep Singh

Client servicing: Amit Wadhwa and Shagun Singh

Production company: Bang Bang Films

Directors: Nic and Sune

DOP: Nicholas Osborne

Produced by: Roopak Saluja, Kirk Dias & Amarjeet Kaur

Assistant directors: D.P Singh, Aditya Gupta and Tiya Tejpal

Editor: Harshal Thakur

Post production manager: Girish Kant Singh

Post production: Pixion