Pepsi ropes in young cricketers for 'baap' campaign

Taking its brand concept 'Youngistaan' forward, Pepsi has launched the season's new thematic campaign featuring M.S. Dhoni, Virender Sehwag, Ishant Sharma, and S. Sreesanth.

The campaign is the second in the series that started last year with the 'padhai' commercial featuring M.S.Dhoni. "The 'padhai' film captured a whole new youth sentiment and challenged a big social convention that only marks are a measure of your success," said Sandeep Singh Arora, EVP – marketing, Cola, Pepsico India. "More importantly, we  occupied a unique space in the minds of the consumer – by standing for both fun and substance."

In 2009, Pepsi takes on another big convention, which is how people use their connections and contacts to get through in life, without relying on their own merit. "With the new commercial, Pepsi Youngistaan will show the world that the biggest connection you'll ever have is the one you have with your own thirst (pyaas), the thirst (pyaas) to succeed," says Hari Krishnan, vice president and client services director, JWT.
 

Watch the commercial below:

The 45-second TVC shows the cricketers in their struggling days when they came across guys who thrived on their 'father's name' rather than theirs. "We use their sterling example to drive home the message that you do not need contacts in life to be successful; all you need is the thirst to succeed," said Krishnan.

The film has been directed by Rajesh Krishnan of Soda Films.