BANGALORE: Pepsi today launched its first ever television commercial online in India.
The three-part 'webisode' of the TV commercial will run on Yahoo! India this week and will be followed by the television commercial breaking on 16 September.
The webisode of the commercial, featuring Pepsi brand ambassador - Shah Rukh Khan as a flirtatious snake charmer, can be seen on pepsizone.yahoo.co.in
The Pepsi Foods (PFL), EVP marketing Vipul Prakash said, "Pepsi has always aimed at connecting with the youth by introducing initiatives that captures the pulse of the youth. This initiative reiterates the innovative edge of Pepsi to unite two mediums for the first time and involve the customers in it ".
Consumers can participate in Pepsi's online contest featuring the animated version of the first webisode where Shah Rukh Khan is playing the lead protagonist.
"This campaign is a first of its kind in India, where the Internet commercial was produced simultaneously with the TV commercial. Moreover, the commercial has hit the web a week before it will be aired on television. It is representative of the increasing importance that youth marketers like Pepsi are attributing to the digital media. Internet is not only about targeting the relevant audience with minimal spillover; it is also about unleashing the power of interactive advertising and this campaign takes a giant stride towards the same. We are confident that the youth will love this pre-television airing and will find the webisodes highly engaging!" the release quotes Yahoo! India director of sales, Pearl Uppal.
Pepsi had integrated its online activity earlier in the year by promoting its Pepsizone on the portal. The positive campaign results have led to Pepsi and Yahoo! India jointly commission an online research study with Internet research pioneers, Dynamic Logic to understand the impact of online advertising on conventional Brand Metrics. The online media innovation introduced by Pepsi follows Pepsi's partnership with Yahoo! India for online brand building.
