Percept OOH helps Pepsi take consumers to 'Youngistaan'

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | November 02, 2009
Innovative use of technology helps Percept OOH create a neon-like execution for Pepsi

If you see a boat on a hoarding and cricketer MS Dhoni and his teammates jumping out of it into a fishing net, don't be surprised. This is just an innovatively executed billboard campaign for Pepsi's My Can My Way communication message.

Taking forward its 'Youngistaan - the need to do one's own thing' brand proposition, Pepsi has made an attempt to capture the attention of young minds by unveiling an attractive outdoor campaign.

The new campaign emphasises Pepsi's association with youthfulness, irreverence and dare for more spirit. The creative has been developed by JWT and executed by Percept OOH.

The campaign aims to coin a new phrase, 'Youngistaan', to re-emphasise on Pepsi as the brand for the new generation. Youngistaan is not a place, it is an attitude. As the name suggests, it represents the world of the youth, where the young generation likes to be in control.

To maximise exposure and impact, prime hoardings have been set up in Delhi, Mumbai, Bengaluru and seven other key markets, with huge cut outs of a boat and Pepsi My Can.

The creative borrows from the TVC that broke earlier this year, where a team of local boys cleverly manage to keep a boatful of Pepsi My Cans for themselves after Dhoni and his teammates give up midway during a cricket match (that was played betting all these cans), after all the cans fall into the water.

The creative shows one of these boys holding the fishing net with the cricketers trapped in it. The key attributes, such as the boy holding the net and the team, have been highlighted using back to back printing and block out technology. It works in such a way that the can and communication 'My Pepsi My Way' creates the illusion of a neon illumination.

Discussing the innovation, Sanjay Pareek, president, Percept OOH, says, "Cost effective technology is usually available but what matters is the right application and this is what the team has recommended to Pepsi."

Without revealing the execution cost, he shares that the use of back to back printing technology has provided the desired impact at a fraction of neon execution cost.

"We are receiving very positive feedback from the market on the My Pepsi my way campaign. It was great team effort right from ideation to execution to implementation, and we have all seen the results," says Pareek.

For the record, Percept OOH, founded in 2003, has three sub-verticals - Percept Outdoor, Percept Retail and Percept Rural functioning - under it. It is a division of Percept Limited, an entertainment, media and communications company that has capitalised billings of about INR 26.16 billion today and works with a team of more than 1,000 people and 62 offices across India and West Asia.

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