| Title | PEPSI MUSIC ABHI |
| Brand | PEPSI |
| Product / Service | PEPSI |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Entrant Company | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Advertising Agency | JACK IN THE BOX WORLDWIDE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Anshul Tibrewal | Jack In The Box Worldwide | Copy Writer |
| Samir Sheikh | Jack In The Box Worldwide | Art Director |
| Isha Kapoor | Jack In The Box Worldwide | Business Manager |
| Ankit Tomar | Jack In The Box Worldwide | Sr. Project Manager |
| Vaseem Edroos | Jack In The Box Worldwide | Creative Director |
| Prasanna Devadiga | Jack In The Box Worldwide | Creative Director - Design |
| Saurabh Dahiya | Jack In The Box Worldwide | Business Head |
| Prashanth Challapalli | Jack In The Box Worldwide | Coo/Evp (Communication/Platforms) |
TARGET AUDIENCE The target audience consisted of both existing as well as new customers. THE STRATEGY: Pepsi's tagline 'Oh Yes abhi' stands for 'Right here, Right now'. The key task was entrench Pepsi's brand thought firmly in the consumer's mind by re-creating an exciting experience that could be consumed right there and then.
The concert, apart from being the first of its kind, strongly associated with the youth, giving them a coveted live concert experience with one of their favourite artiste's, wherever they were - school, college, at work or at home. This way, the concert also established Pepsi's core thought of living life, here and now establishing Pepsi's association with contemporary music.
Merging Pepsi's brand though with the young consumer's love for live music, we created an interactive property which gives the user a live concert experience, wherever he is, controlled by him - Pepsi Music Abhi. The concert featuring Raghu Dixit Project was India's first Live On-Demand Online Concert, with the setlist determined entirely by the fans through tweets and facebook posts.
We saw an 82% increase in website visits in just 4 hours. With 5,900 Unique Visitors Over 10,000,000 impressions. And over 10,000 fans attending - Raghu Dixit's biggest audience till date.