Pepsico India Case Study Essay

942 Words Mar 8th, 2013 4 Pages
Advertising Case Study

PepsiCo India
Company Background
PepsiCo entered India in 1989 and has grown to become the country’s largest-selling food and beverage company. One of the largest multinational investors in the country, PepsiCo has established a business aiming to serve the long-term dynamic needs of consumers in India.

Facebook Executive Summary
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Agencies:

Objective
PepsiCo India spends heavily on TV and Print during the cricket season as the sport has a huge following in India. Occurring once every four years, the ICC Cricket World Cup is not only the country’s biggest sporting event but also the biggest media event. Ahead of the tournament in April 2011, Komli Media, a leading digital media network platform
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“With cricket and Pepsi, practically every single person in India is the right customer,” the brand says. “So the Reach Block had open targeting.” A main push of the campaign was amplifying the effectiveness of PepsiCo India’s “Change the Game” campaign on television by allowing people on Facebook to watch the content and interact with it inline. The first ad featured a video plus poll engagement format that incorporated a television commercial featuring cricketer-turned-umpire Billy Bowden. The ad text encouraged people to view the spot that discussed how Bowden learned his “game changing umpiring style” and asked people to vote on their favourite “game changing plays.” The second was a Premium Video Like Ad that encouraged people to watch another of PepsiCo India’s TV spots—this one about game-changing philosophy—and to connect to the Pepsi India Page. The third ad drove people to ‘The Biggest Wave” application on PepsiCo India’s microsite. There, users could upload

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