MR. ROMY FROM PHAGWARA

TitleMR. ROMY FROM PHAGWARA
ClientPEPSICO INDIA
Product / ServiceNIMBOOZ DRINK
CategoryA04. Best Use of TV or Radio in a Promotional Campaign
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
Sales Promotion/Advertising Agency:BBDO INDIA Gurgaon, INDIA

The Brief

The promotion was meant to announce a limited period offer - For one month, PepsiCo Nimbooz bottles were available at a discounted price of Rs.5/-, instead of the normal pricing of Rs.10/-. We wanted to tell people about this discounted price in a surprising new way.

Describe how the promotion developed from concept to implementation

Live call-in radio shows are quite popular on Indian FM channels. People call in with stories, requests and dedications on these shows. We decided to try a uniquely disruptive idea with the radio station - Live call-ins where the caller is a voice artist who narrates a story that seems like a regular listener calling in with a story he wants to share, but actually turns out to be a story about how Nimbooz is now available for just 5 bucks!

Describe the success of the promotion with both client and consumer including some quantifiable results

The promo was on for a month and the sales of Nimbooz went up by 83%, and the total case sales were 422,000 cases! It turned out to be one of the most successful short promos for PepsiCo India.

Explain why the method of promotion was most relevant to the product or service

Nimbooz is a mass product and radio was a great way to reach the consumer. Moreover, the method was a unique and surprising way to reach out to the consumer as the ad comes to him when he least expects it - disguised in a live call-in! This was the first ever live call-in radio ad in India.

Credits

Name Company Position
Josy Paul BBDO India Chief Creative Officer
Sandipan Bhattacharyya BBDO India Executive Creative Director
Rajesh Sikroria BBDO India Vice President
Ankita Vardhan BBDO India Associate Account Director
Vineet Sharma PepsiCo India General Manager - Marketing
Chetan Sashital Voice Artist