Title | MR. ROMY FROM PHAGWARA |
Brand | PEPSICO INDIA |
Product / Service | NIMBOOZ DRINK |
Category | A04. Best Use of TV or Radio in a Promotional Campaign |
Entrant | BBDO INDIA Gurgaon, INDIA |
Entrant Company: | BBDO INDIA Gurgaon, INDIA |
Sales Promotion/Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
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 |
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.
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!
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.
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.