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Pepsi takes 'Oh yes Abhi!' positioning to engage youth

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MUMBAI: After a highly successful ?Change the Game? positioning, cola major PepsiCo India has taken a new brand positioning ?Oh yes Abhi? that seeks to bring alive the hunger for impatience seen in the youth today.

The positioning marks the beginning of a new journey for Pepsi in India and will be followed by a series of initiatives over the course of the year.

Commenting on the new positioning, PepsiCo India VP Marketing-Beverages Deepika Warrier said, "Oh Yes Abhi is all about the impatient youth, who believe in making the most of the moment and therefore wants action ?right now!?. Oh Yes Abhi! translates into - live for the present as tomorrow is too late. Our latest campaign illustrates all this and much more in a quintessential irreverent Pepsi package."

The cola brand has created a slew of television commercials portraying Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra in their moments of impatience. The TVC?s are slated to go on-air from 1 February.

The TVC aims to bring alive Pepsi?s youthful irreverence and demonstrates the Oh Yes Abhi! moments of these Pepsi brand ambassadors.

"This film not only captures the stars in their impatient avatars, but also shows many moments from our everyday lives that exemplify the belief of ?now?," adds JWT India ECD Surjo Dutt.

The ?Oh Yes Abhi? campaign will be supported by extensive above-the-line communication besides radio activation, on-ground amplification and an outdoor campaign amongst other initiatives. Digital platforms like Facebook, Twitter and YouTube will also be used to engage consumers.

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