| Oey Bubbly Music Video: As part of the Oey
Bubbly campaign, Pepsi is bringing out a music video titled ‘Oey
Bubbly! – the Bubbly Grind’. The music video features Amitabh
Bachchan, Preity Zinta, Sachin Tendulkar, Rahul Dravid, Irfan Pathan,
Yuvraj Singh, Zaheer Khan and Mohammad Kaif. It is being shown on
all major music, sports and entertainment channels. Pepsi has tied
up with Universal Music to cut music cassettes and CDs of the music
video.
Radio & Internet: The Oey Bubbly music video song is
being aired on all popular FM radio channels. In addition, in an
innovative initiative, Pepsi has also presented brief spots in radio
channels introducing ‘Bubbly’. The company has also introduced
specially-devised Oey Bubbly games on the Internet.
In addition to this, Pepsi has also introduced new attractive ‘Oey
Bubbly’ merchandise for eateries, POS materials and outdoor
signages.
Pepsi’s ‘Oey Bubbly’ campaign comes close on the
heels of its hugely successful ‘Khufiya Card’ (Mystery
Card) promotion. The interactive ‘Khufiya Card’ promotion
has been a bonanza for consumers across the country, bringing cash
rewards for winners.
|
The
60-second ad campaign articulates the philosophy behind Pepsi’s
popular tagline 'Yeh Pyaas Hai Badi' in its inimitable effervescent
manner, and comes from the insight that the thirst for a Pepsi is
so intense that even inanimate objects lust for it. 
According
to Pepsi Foods Pvt. Ltd. executive director (marketing) Punita Lal,
"The new ad campaign reiterates Pepsi’s youthful positioning,
and conveys the thirst our consumers have for Pepsi. We are unleashing
a slew of activities around the theme ‘Oey Bubbly’ thereby
reaching out to our consumers from all possible platforms – music,
radio, TV, Internet and eateries. These initiatives, along with the
ongoing unique ‘Pepsi Khufiya Card’ promotion, add a lot
of fun and excitement to the summer months."