It has never happened in the history of cola advertisements anywhere in the world more so with reference to a sporting event where a campaign has been built entailing cost of Rs. 35 crores. But trust the IPL to make all arguments stand on the head! As the momentum gathers, and the list of the teams to clash for the top slot is drawn, Pepsi is simultaneously going in for kill.
It has come up with an advertisement campaign which features, Sanjay Dutt, Ranbir Kapoor and Vindoo. Keeping in with the current ethos of the IPL where every alternate day a new commercial is being aired to keep the audience glued to the seat, Pepsi has launched a campaign that is a treasure hunt. To make the audience participate, it has been envisaged that each day one successful participant would win a price, if the clue provided by him helps Ranbir Kapoor in unraveling the mystery to find the booty. Indeed the campaign has been devised this way and the cost of 35 crores, is more to do with the fact that it would be series of stories that would lead the campaign.
A fact that has not been highlighted, however, is that the campaign would also increase the coffers of the communication companies, as in the zeal to be the winner for the day, the participants from across the country would really go on a mad trip of SMSing to be the winner. It could emerge as the potential competitor for ” Oongli cricket”, the campaign launched by Idea, where everyday a new campaign is unraveled.
Sanjay Dutt appearing as the king of some country outside the solar system appears very grotesque in his getup and he appeared in his avatar during the Extra Innings between the match between Mumbai Indians and Kings XI Punjab to provide curtain raiser on the campaign.
Ranbir Kapoor has indeed traveled a long distance in his career, as he has become the first star who features in such a costly campaign, and it underlines the cult status that he has acquired for himself in the world of Hindi cinema. Even a Salman Khan or a Shah Rukh Khan or for that matter an Aamir Khan has not featured in any such campaign so far.
The moot point however is, whether this kind of investment that has been made for a cola campaign, can it also be made for propagating the cost of meaningful cinema?
By: Suman Rai