Short List
Product / ServicePEPSI
CategoryE02. Social Purpose
Idea Creation MINDSHARE Gurgaon, INDIA
Media Placement MINDSHARE Gurgaon, INDIA


Name Company Position
Harsh Maheshwari JWT Creative Director

The Campaign

Pepsi over the years has established itself as an iconic youth brand that is cool but today’s Indian youth is more than just the swank & swagger. They are opinionated, motivated, participate actively in causes – and that is the new cool. Our task therefore was to bring alive the brand promise of “Maximizing Moments” in a way that it effected society. The timing of the onset of winter is also the most crowded period for advertising in India – the festive season (esp Diwali). But the whole of India don’t even have the basic amenities of electricity/light. We therefore decided to make a significant dent during Diwali by reminding everyone, that there is a part of India who needs us to come together & brighten up their Diwali. Thus was born ‘Pepsi Liter of Light.’

Creative Execution

We touched more than 64 Million families YT Programmatic Approach: For the first time, Pepsi used programmatic tool on YouTube to target audience layered with the intelligence of ad engagement during previous campaigns. Google programmatic native: was used for the first time which resulted in 52% CTR Real Time Optimization: was done using high engaging affinity genres/days during the weeks/and festive keywords resulting in maximizing views during peak festive season. Vernacular dissemination: on native platforms like GajabPost geo target our audience

Their stories reached over .26MN Indians ~4 MN views @avg. VTR of 30% ~59k engagement LOL among the 10 Most watched Indian ads on YT But what we gained the most was that empty Pepsi bottle that is now a permanent piece in the house where we literally captured the ‘Sun in a Bottle’!

We tied up with a global foundation Liter of Light & installed empty Pepsi bottles filled with water & bleach on rooftops of houses which enabled absorption of solar energy & illuminated houses. With the help of LOL technology team, we also created street lighting with Pepsi bottles attached to a night solar panel & installed in GJ, MP & TN where Pepsi’s plants were built The content was brought alive via moving digital film that spread organically across the YT world & we retargeted them by several other testimonial videos of villagers & urged consumers to volunteer & join the cause by donating.


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