Pepsi launched a new brand positioning campaign called "Oh Yes Abhi" in India to target young, impatient consumers. The campaign featured celebrities like Ranbir Kapoor and was spread across various digital and social media platforms. It emphasized living in the moment and doing things "right now". Pepsi also launched online initiatives like a concert and short film contest to engage customers and promote the "now" proposition. While the campaign gained attention online, it could have been expanded around the IPL cricket tournament that Pepsi was sponsoring. The "Oh Yes Abhi" message resonated with characteristics of young Indians seeking impatience and change.

1. PEPSI
‘OH YES ABHI’
By :
Dr. Swati Gogawat
MBA3/1372

2. “Dil ka kaha sunna ho,Toh Zaroorat kya
Dekhna.Jeene ka Mazza Lena ho,Toh Mahurat
kya Dekhna”

3. Brand-PEPSICO
 PepsiCo Inc. is an American multinational food and
beverage corporation headquartered in Purchase, New
York, United States,
 In the manufacturing, marketing and distribution of
grain-based snack foods, beverages, and other products
 Founded in 1965, current CEO Indra Nooyi

4. Strategy
 Young India is impatient and wants to do
things ‘right now’.This pulse of the nation
was the new philosophy that Pepsi aimed to
bring alive through its new brand positioning,
‘OhYes Abhi’
 A film that launched the new positioning
went air on 1 February 2013.
 It featured Ranbir Kapoor, Mahendra Singh
Dhoni and Priyanka Chopra, besides some
protagonists of the ‘now’ generation.

5. Strategy
 The new campaign witnessed a spread across radio, on-
ground and outdoor, besides digital and social media.
There was also a contest, where two people were
selected to attend the IPL auction.

6. Situational Analysis
 ‘Oh, Yes Abhi’ proposition (Global version is ‘Live for
Now’) by PepsiCo India was based on the premise that
‘impulsive, impatient’ are some of the characteristics
of Youngistan.
 To increase customer engagement platforms
 Pepsi India topped the game with the IPL fever and the
timing of “Oh Yes Abhi’ campaign couldn’t have been
better than this

7. Situational Analysis
 Pepsi wanted to be a part of that impatience and change
in some way as unlike technological brands Pepsi the
basic drink remains the same.
 This film not only captured the stars in their impatient
avatars, but also shows many moments from our
everyday lives that exemplify the belief of ‘now

8. Situational Analysis
 Pepsi has also launched what it terms, India’s first online,
on-demand gig, #TheWorldsSmallestStage. The gig was
streamed live onhttp://pepsiohyesabhi.com and Yahoo’s
homepage
 Competitor thumbs up was lagging behind, when they
signed Salman to help consumers realize the hero with
them them and challenge their own limit

9. Objective of the camapign
 PepsiCo has replaced DLF Ltd as the title sponsor of IPL
starting with the 2013 season.
 Carrying forward its association with IPL T20, Pepsi India
came up with its new brand positioning, ‘Oh Yes Abhi’ to
connect with its impulsive target audience. This was in
sync with their new tvc “Oh Yes Abhi”

10. Execution
Micro site-Fans were expected to
voice their thoughts on what they
really want right now with
hashtags # CantWaitAbhi
and #OhYesAbhi
A huge Pepsi bottle was placed in
the center with bubbles floating
to the top.The bubbles contained
incoming answers from across
users which works like a live feed.

11. Execution
As part of ‘now’ proposition, an on-
demand digital live concert ‘Music
Abhi’ was designed. Raghu Dixit &
Spud in the Box performed gigs
voted by the social media audience.
Pepsi launched the digital leg of
its 'OhYes Abhi' campaign.
Called 'Pepsi Shot 60', the brand gave
online users the opportunity to shoot
and showcase a 60-second film

12. Results
 Pepsi shot 60 contest received an impressive 200 entries
uploaded in 24 hours.
 Music Abhi concept was well received & over 10,000
people attended the concert virtually!
 The top 10 entries were showcased on Pepsi's Facebook
community, which has 36 lakh fans.
 The three films to get most votes on Facebook were
rewarded.
 Apart from the top three getting monetary rewards, the
winner, Samik, was also provided with the opportunity to
intern at a film production company.

13. Learning and
Conclusion
 The Pepsi Insider contest is active for only for a day.
Considering the fact that Pepsi was the main sponsor for
IPL 2013, they could have done a huge campaign for
several days around the IPL auctions. The short span of
the contest earned v less attention.
 Change is always good. Pepsi as a product never changes
and never will. They do something new not because they
had a new campaign launch but they feel that there is a
requirement to change and that was exactly the starting
point of this particular campaign

14. Learning and
Conclusion
 The overall campaign has been successfully running
online and is gaining attention from its audience.
Although a lot more could have been done around the
IPL auctions.
 OhYes Abhi! translates into - live for the present as
tomorrow is too late, ‘now’ is the time to bring about a
change; ‘now’ is the time to take action; if you wish to
make it big, work on it ‘now’ and many such sentiments
synonymous to the young generation today.