|Title||PEPSI LITER OF LIGHT|
|Product / Service||PEPSI|
|Category||E02. Social Purpose|
|Entrant||MINDSHARE Gurgaon, INDIA|
|Idea Creation||MINDSHARE Gurgaon, INDIA|
|Media Placement||MINDSHARE Gurgaon, INDIA|
|Harsh Maheshwari||JWT||Creative Director|
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.’
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.