BASELINE : Naye generation ka naya style
DESCRIPTION: SRK and John Abraham are bickering about their resp
ective hairstyles, when a boy comes toward them with paper in ha hand for an autograph; SRK takes out a pen, but John snatches it away and says that he’ll give the autograph instead. While they quarrel, the kid asks them to move over, while he goes and gets a Pepsi can from the vending machine. The catchline: ‘New Pepsi My Can, Naye generation ka naya style.’4Ps TAKE: Now that Pepsi has introduced ‘My can’ in the Indian market, the power idea is to position this product as The Young Generation drink, that’s priced at Rs.15 (easy on the pocket?). The USP is its funky appearance that looks more like an energy drink can than a carbonated drink can. The storyboard is interesting and cute, with the two Bollywood hunks trying to outsmart the other. Do we see Pepsi reviving ‘The Generation Next’ campaign here? Looks like it!
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Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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