MxMIndia

Tag: PepsiCoIndia

  • Over 1,500 passengers who travelled by IndiGo during a certain time on a day received an extra football bag along with their checked-in baggage

    Pepsi and IndiGo’s unique football surprise for air travellers

    By A Correspondent

     

    As part of their ongoing football campaign, Pepsi partnered with IndiGo to Change the Game when they surprised hundreds of IndiGo passengers with a Pepsi Change the Game Football Kit across six airports in the country.

     

    Over 1,500 passengers who travelled by IndiGo during a certain time on a day received an extra football bag along with their checked-in baggage. This activity was organized at the Bangalore, Mumbai, Hyderabad, Kolkata, Goa and Bhubaneswar airports. Passengers across the airports were delighted with the extra travel kit by Pepsi and IndiGo which included a cool bag, football, t-shirt and a sipper.

     

    Talking about the initiative, Homi Battiwalla, Category Director – Colas, Hydration & Mango Based Beverages, PepsiCo India said: “Pepsi, as a brand, is known for creating clutter breaking campaigns. Our latest football campaign stands for all this and more. From irreverent TVCs to engaging online activities to an amateur tournament – Pepsi T20 Football, we are changing the game of football. We are delighted to have associated with IndiGo Airlines to create this surprise, which showed that you need not be a fan to indulge in some football fun.”

     

    Expressing his delight, Aditya Ghosh, President, IndiGo said: “We are happy to collaborate with Pepsi to collectively leverage their Change the Game campaign through this unique initiative. For us, the idea of surprising 6E passengers at six busiest airports with football kits was indeed an experience. Our endeavour is to provide the best-in-class experience to all our customers and execution of this initiative was to make their flying experience memorable. We hope our passengers enjoyed this surprise package.”

     

    This is Pepsi’s first football campaign in the country that was launched by an irreverent TVC starring actor Ranbir Kapoor, which set the tone for the real action. It was followed by a unique grassroots initiative, Pepsi T20 Football. It’s a revolutionary new format for amateurs, which combines the excitement of T20 cricket with the spirit of football. Organized in a unique metallic cage, the initiative was organized in major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi.

     

    A total of 8-teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers’. They will then get the opportunity to be coached by Didier Drogba before they face the Indian Cricket Stars for a game of Pepsi T20 Football at the Grand Finale.

     

    The campaign is supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging featuring and digital engagement programmes.

     

  • PagalPanti appeared in the list of topics breaking globally.

    Red Digital creates the second successful TweetMob for Mirinda

    By A Correspondent

     

    Post the announcement of Mirinda signing up Red Digital for its social media duties and in the back drop of having successfully introduced and executed the concept of a TweetMob, Red Digital yet again created a TweetMob on February 24 for Mirinda. The result this time was even better. Twice in two weeks now, Mirinda TweetMob #tags were one of the most talked about topics on Twitter.

     

    With the hot Indian summer approaching fast, PepsiCo has launched a new campaign for its orange soft drink, Mirinda. The campaign, which orbits around the theme ‘Pagalpanti Bhi Zaroori Hai’, is based on the thought that drinking Mirinda, this summer, is an intense and inescapable experience that leaves one breathless.

     

    “We think of TweetMob as a flashmob on Twitter where our intention is to take over Twitter and engage the twitterati for a certain duration while plugging the brand connect. After the successful execution of the first TweetMob on February 14, it was a challenge for us to out-do ourselves with the benchmarks we set for Mirinda and, more importantly, prove to ourselves that it was not a one-off success by repeating it in a grander manner. It was great to taste success again and take over Twitter,” said Yashraj Vakil, Chief Operating Officer, Red Digital.

     

    The TweetMob started at 3pm on February 24 with a simple question asking people what they thought was crazy enough around them to be called #PagalPanti. The TweetMob lasted till midnight during which Red Digital created and managed conversation around the hashtag ‘#PagalPanti’. Through the TweetMob, Red Digital helped connect Twitter and Facebook users who tweeted about the topic with various Mirinda branded hash tags, creating a plethora of endorsements for the brand.

     

    It wasn’t long before #PagalPanti started trending inIndia. The activity saw 3,700 tweets in the span of 9 hours for @MirindaIndia. Every 50 tweets with #PagalPanti helped the brand reach 7,990 people generating close to 0.6 million views. The brand reach this time was 5 times of what the first TweetMob generated. #Pagalpanti featured among the topics breaking globally and trended in Mumbai,New Delhi,HyderabadandBangalore. @MirindaIndia also saw itself trending in Chennai andHyderabad.

     

    The TweetMob will happen again on March 2 and the following Friday after that.

     

    Commenting on the TweetMob and its success, Harsh Jain, Founder & Managing Director, Red Digital said, “Flashmobs are suppose to be innovative, rebellious and spontaneous. With every flashmob now being represented as a Bollywood song and dance activity, we wanted to showcase their true power in other forms. We chose Twitter because it has become a platform for people to share ideas, collaborate, aggregate and explore new things spontaneously. Twitter is both a place where like-minded people can interact as well as a place for rebels to express their views. We are proud to have created and introduced the concept of the TweetMob; success was just a corollary. The independence of ideating with a bold and social brand like Mirinda has given us this opportunity to explore and innovate. We are thankful as well as determined to create and execute many more path breaking ideas through our association with Mirinda.”

     

    Speaking on Mirinda’s partnership with Red Digital, Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India said, “As marketers, we continuously seek ways to engage with the consumers via innovative means. Mirinda’s TweetMobs is a unique innovation on the digital space that utilizes the strengths of the medium effectively to communicate with our consumers on our latest initiative. The idea is fun and youthful and helped to create awareness of our new flavour campaign in a never-before fashion. It is delightful to see the results of this path-breaking idea for the second time in a row.”