BRAND : Pepsi

AGENCY : JWT

BASELINE : Phir Aayega India

DESCRIPTION: An emotional old man throws the Indian cricket team’s jersey outside his window with tears in his eyes. The jersey goes flying when an aircraft passes over it. Then with a pant of guilt of throwing the Indian jersey, he ran to check out its whereabouts. He feels relieved when he sees the jersey land in a small boy’s hand. The ad ends with smiling face of the old man when he hears the boy screaming ‘Phir Aayega India’.

4Ps TAKE : Even after the failure of the Indian cricket team in the recent Champion’s Trophy, the famous blue billion campaign of Pepsi still continues with the Blue billion ‘Phir Aayega India’ campaign. The core benefit to the brand is its strong emotional connection with the Indian consumers. The single-minded focus of the message is to make Blue-billion campaign a part of the cricketing world fraternity and carry it forward to the forthcoming World Cup event. It is visually captivating as the ad shows the contrasting generation’s emotions for their motherland. May the Indian cricket team perform better in the near future as just as the likely fate of this Blue-billion campaign of Pepsi seems all set to indeed touch the sky!


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Source:- IIPM-Business and Economy, Editor:- Prof. Arindam Chaudhuri - 2006