Pepsi Co, which has bagged the title sponsorship of the Indian Premier League (IPL) for the next five years, has released a new commercial for the sixth edition of the cricketing series. Advertising agency Ogilvy and Mather Mumbai has created a campaign that shows ordinary folks, including cricketing fans, getting washed in the colours of the IPL.

The ad agency decided to pitch Pepsi IPL 2013 as an event from which  Koi nahin bachega (no one can escape). The creative idea for the film came from the fact that in April and May it is impossible to escape the excitement induced by the IPL.

As Abhijit Avasthi, National Creative Director, Ogilvy India said, ``India comes under the grip of IPL fever every summer. The thrill, the excitement, the anticipation leaves no one untouched. We wanted to capture the fun and mania.''

The TV campaign, which began airing on March 8, has a player in cricket gear put on his shoes with thick blue colour gushing out. The next shot has players and ordinary folk dancing against a blue montage, with a little boy throwing a can full of red colour at them.

The fans chase the little boy down a small lane until they are led to a courtyard where balloons full of red colour shower down on them. From purple balloons to people bathed in yellow, against the backdrop of the latest Pepsi print ad, the whole advertisement rains colour.

While Cyrus Pagdiwala is the producer, the musical score has been set by Ehsaan Loy and lyrics by Ila Arun. The film showcases the breadth of India taking part in the festivities, donning their favourite colour, having a great time.

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