WT's campaign for Pepsi revolves around the popular pastime of watching television. What exactly is the story behind the ads? According to the company, the basic idea driving the campaign was simple: it wanted an ad that would push up the in-home consumption of its cola drink. Surveys had revealed that total in-home consumption in India versus out-of-home was just 20 per cent against 80 per cent. Now, according to Pepsi, Indians spent more time at home in front of their television. So, it was just a matter of connecting the two.

Vipul Prakash, executive vice president, marketing (cola), PepsiCo, India says, "We were looking at a clutter-breaking idea which would help Pepsi drive in-home consumption. The concept had to show 'involvement' and 'enjoyment' with Pepsi, and help reiterate Pepsi's core values of irreverence and fun."... more