The 'Pepsi Khufiya Card' initiative, for the first time makes TV advertising an 'interactive medium' in consumer promotion. It gives consumers an opportunity to discover their prizes by simply holding the Khufiya card against the blue TV screen during the airing of the Pepsi Khufiya ad. The consumer just needs to peel off the seal on his khufiya card, and hold the card against the blue 'promo window' in the TV ad, to reveal his prize.

The prizes are divided into four levels. While there the top prize is Rs 250 million, there are other prizes of Rs 100,000, Rs 1000 and Rs 100. In addition there are "Rs 40 off" deals on some cards, whereby consumers can redeem these cards to get a discount of Rs 40 on any purchases in participating groceries and restaurants.

According to Pepsi Foods Pvt Ltd executive director (marketing) Punita Lal, "Pepsi, in its inimitable way, adds a lot of fun and excitement to the summer months. The path breaking 'Khufiya Card' is a unique device that integrates the TV campaign with the promotion in a very innovative way, and directly engages the consumer in the promotion while watching the ad on his TV screen."

The storyline of the ad, featuring Pepsi brand ambassador Saif Ali Khan, revolves around a bumbling detective's failed attempts to crack the case of the mystery card. Conceptualised by JWT, the ad is directed by ad filmmaker Prahlad Kakkar.