|Title||IPL SPECIAL EDITION CANS|
|Product / Service||PEPSI|
|Entrant||JWT INDIA Mumbai, INDIA|
|Entrant Company||JWT INDIA Mumbai, INDIA|
|Advertising Agency||JWT INDIA Mumbai, INDIA|
|Media Agency||MINDSHARE Gurgaon, INDIA|
|Production Company||PAINTBOX Mumbai, INDIA|
|Swati Bhattacharya||JWT||National Creative Director|
|Sundar Iyer||JWT||Executive Creative Director|
|Vinayak Gaikwad||JWT||Avp/Sr. Creative Director|
|Chetna Bawa||JWT||Art Director|
|Vinayak Gaikwad||JWT||Art Director/Copy Writer|
|Rohit Dhamija||JWT||Art Director|
|Babita Baruah||JWT||Vp/Executive Business Director|
|Shweta Raina||JWT||Account Manager|
|Sheeraj Sengupta||JWT||Account Executive|
|Shubrojyoti Roy||JWT||Strategic Planning Director|
In an atmosphere dominated by cricket, we had to make the Pepsi MyCan relevant. During the IPL, people suddenly get fragmented into team fans. We wanted to tap into that. We had to use the iconic Pepsi MyCan as the medium to reach these fans. The design had to be a limited series or a collectible in its nature. But to be a part of the IPL conversation, we had to make the design relevant and meaningful.
The IPL is one of the biggest leagues in the world. During this time, most conversations revolve around the topic of cricket. Especially on social media. Pepsi wanted to be a part of the IPL and not just another sponsor. The brief was to make the Pepsi MyCan a part of this conversation.
The IPL is all about the millions of fans. During this season, after a days work, they follow their teams. So we decided to redesign the MyCans to represent each team. This brought about the limited series MyCan My Team design. To take the design forward we created the MyCan My Team Versus campaign. This was a simple match update before and after matches on Pepsi's Facebook and Twitter pages. Two cans, each representing one team, were placed opposite each other before the match. After the match the result was posted with the losing team can crushed and the winning can intact.
As of April 28, 2014 (Tournament ends June 1, 2014) each update created a reach of 155,673. The impressions per update were 361,233. Created a reach of over 4.51 million and generated 10.48 million social impressions. And this is still growing. The MyCan My Team Design allowed us to create a bigger forum for people to argue and discuss the IPL matches, rather than posting regular facebook statuses and tiny twitter feeds. This made our new MyCan design popular and helped us be a part of the IPL conversation more than ever before.