Comments
PepsiCo India is set to launch its marketing campaign nearly a month in advance as it gears up for the ICC World Cup. Its brand Lay’s is the official snacks partner for ICC World Cup 2015.
The campaign has made the consumer’s concern over the mismatched timings of the World Cup match telecast as its focal point. Since the World Cup is taking place in Australia and New Zealand, in India viewers will only be able to watch the matches between the wee hours of morning and the afternoon. The campaign, with the tagline, “Yeh Game Hi Hai...Taste Ka”, shows actor Ranbir Kapoor demonstrating interesting ways to get out of sticky situations to watch the match with his friends.
Rajiv Mathrani, Director & Category Marketing Head-Snacks, PepsiCo India, said, “The campaign leverages on this pertinent insight of the mismatch timings of the ICC World Cup 2015 and is a fun and quirky take on how to use Lay’s as a bait to get out of sticky situations and watch the matches. We are launching this campaign in the next few days, nearly a month earlier, and will have a strong presence across multiple touch points.”
Asked why the company was launching the campaign much in advance, he said, “We are starting the campaign early so that we establish a strong association with the World Cup and cut through the clutter to establish a strong reach and frequency so that the consumers are embedded in the campaign even before the World Cup begins. We had a similar strategy in the past World Cups.”
The campaign is directed by Ravi Udyawar from RU Films and features actors Ranbir Kapoor, Pankaj Kapur and Lisa Hayden. While the company will have a 360-degree outreach across TV channels, radio, print among others, it will also spread across the digital medium.
“Our campaign has been designed to have a strong presence across the digital medium as estimates suggest that that digital viewership has gone up nearly four times,” he added.
The company said the campaign will include consumer activations and engagement activities, such as special packaging for Lay’s and offer consumers a chance to win tickets to matches in Australia and LED TVs.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.