Pepsi launchesengagement programme‘Crash the Pepsi IPL’

[Sajee]

MUMBAI: As part of its new global Pepsi
Challenge programme, Pepsi has launched
an engagement programme ‘Crash the Pepsi
IPL’ that challenges consumers to uncork
their creativity.

The programme will be conducted during the
upcoming Pepsi IPL cricketing season,
where consumers across India will be faced
with the challenge to create 30-second ads
that will play on air during IPL 8.

The winning entries will replace the brand’s
official on-air ad during the IPL, which will
be held from 8 April to 24 May 2015. The
eight-week ‘Crash the Pepsi IPL’ campaign
is a consumer engagement programme for
the first time during Pepsi IPL, where Indian
consumers will have control over a brand’s
advertising on a big platform with a global
audience.

PepsiCo India CMO Vipul Prakash said,
“Today’s generations are creatively inspired,
not scared of new experiences and eager to
live life in the now. Brands around the world
are stepping it up through collaborative
innovations to create a sense of disruption
that is soon becoming the ‘norm’. For us,
‘Crash the Pepsi IPL’ exemplifies all of this,
and empowers original creativity and the
young consumer making their own mark. We
are extremely excited to launch ‘Crash the
Pepsi IPL,’ and in true ‘Live It Abhi’ style,
we look forward to cheering the creative,
inventive and spirited consumer of today.”
Consumers have to make a 30-second ad
showing their love for Pepsi. Each finalist
entry will win a cash prize of Rs 1 lakh, VIP
access, and benefits at the IPL 8. From
these finalists, a jury comprising
personalities from the entertainment
industry and creative community, along with
Pepsi brand representatives, will select the
winning ads.

PepsiCo India senior director marketing
social beverages Ruchira Jaitly said, “In line
with our global initiative #PepsiChallenge,
we’ve designed ‘Crash the Pepsi IPL’ as a
creative challenge for India. The world will
be watching the Pepsi IPL 8, and our
consumers will be front-and-centre on this
stage, with the opportunity to showcase
their creativity.”

To participate in ‘Crash the Pepsi IPL’,
consumers will create the ad, upload it on
YouTube, and submit the link on the brand’s
official website. Of the submitted entries,
Pepsi will create a running list of finalists,
based on which the jury will select the
winning entries.

Pepsi launches engagement programme ‘Crash the Pepsi IPL’ | TelevisionPost.com