Pepsi adapts international TVC 'The Rising' for Indian viewers

Pepsi has launched an adapted version of its international campaign ‘The rising’ for ‘I Can’. The campaign carries forward the ‘Youngistaan’ proposition.

The TVC has been created by PepsiCo’s International's lead agency CLM BBDO, Paris. The campaign has mainly been created for Pepsi markets globally outside of North America and India is one of first countries which has used the adapted version of the film.

Watch the Indian version of the film here:

Pepsi from Campaign India on Vimeo.

Commenting on Pepsi’s latest campaign, Punita Lal, executive director - marketing, PepsiCo India says, “The new Pepsi ‘Rising’ TVC, celebrates the Youngistaani attitude wherein they believe anything is possible. We are confident that this film will connect with the Indian youth, thanks to the core thought and scale execution.”
 
According to Richard Lee, global vice president, Sparkling Beverages,  “The new ‘I Can’ TVC  breaks clutter and touches youngsters across the world. The TVC draws inspiration from today’s youngsters who are unstoppable, aspirational, go-getters equipped with a killer attitude. They are not afraid of following unconventional paths or be apologetic to stand up for what they believe in and the life they want to live. The Pepsi ‘I Can’ campaign mirrors the dreams and aspirations of the young, confident India who are fun, irreverent and are willing to go the extra mile to succeed, and seize whatever opportunities that come their way.”
 
The new thematic TVC will be aired during the ICC World Twenty 20, England 2009 tournament.   The creative team includes Gilles Fichteberg, Jean-Francois Sacco, David Bertram and Leo Berne. The producer is France Monnet and the film is directed by Daniel Kleinman.