Pepsi’s 'shot' at connecting with the consumer

It was a tough call. Consumers were given just 24 hours to prepare the script, shoot the video, edit it and submit online. Some 1,700 fans on Pepsi’s social media platform got to work and uploaded more than 200 films taking Pepsi’s proposition of ‘Oh Yes Abhi!’ to the next level.

The ‘Pepsi Shot 60’ contest gave amateur movie makers an opportunity to bring to life their creative side and capture it for eternity. The top 10 entries of the contest will get an opportunity to showcase their work to the 3.6 million fans on Pepsi’s Facebook community. After a voting process, winners will be selected.

Apart from a monetary reward, the consumer who bags the top slot will get an opportunity to intern with a reputed film production company.

In its attempt to connect with the youth, the cola major has brought India’s first online, on-demand gig, which was streaming live on Pepsi’s site. The gig featuring Raghu Dixit, opened by the upcoming band Spud in the Box, allowed fans to vote for their favourite Dixit song in real time.

Homi Battiwalla, Senior Director, PepsiCo India said, “Our new positioning, ‘Oh Yes Abhi!' is being taken forward in its true spirit by our consumer engagement programme on social media. The video contest challenged the youth to do something unconventional, while the gig brought together young music lovers to experience their music demi gods.”

Prashanth Challapalli, Business Head, Jack in the Box Worldwide, noted that today’s impatient generation demands instant gratification. “While the video contest was aimed at the impatience every budding filmmaker feels to get his or her first film out, the gig ensured that the playlist could be changed from being pre-set to one based on audience demand,” he said. Some 10,000 people attended the concert virtually, according to a statement from the company.