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The seamless integration across multiple youth touch points made 'Oye Bubbly' the next youth lingo. The campaign idea was brought alive through ‘never before' innovations across media vehicles and genres and demonstrated the ever growing importance of 3D marketing.

Saujanya Shrivastava
General Manager Marketing
Pepsi Foods Pvt. Ltd 

Destination

Pepsi sales were stagnant. Our brief was to bring back ‘the magic of cola' and re-establish the ‘thirst for Pepsi'.

Platform

We introduced the concept that even inanimate objects thirst for Pepsi and created a catchy consumer one-liner: ‘Oye Bubbly'. We had to ensure that ‘Oye Bubbly' was all-pervasive, irreverent and youthful.

Design and delivery

We identified high impact opportunities including a custom-created music album and video, a specially created Bubbly grind aired at every moment of celebration by the Indian team during the Pepsi Cup series versus Pakistan and a Pepsi commercial break wipe. More than 5,500 Oye Bubbly wipes aired during the series.

In addition, the Oye Bubbly soundtrack was integrated in the scripts of mass entertainment programmes across lead pay channels. DJs of lead radio stations celebrated by activating the ‘Oye Bubbly hot-key' and played the Bubbly grind while announcing any success by the Indian team 

In the cinema, popcorn's lust for Pepsi drove consumption while in the digital space we provided consumers with free downloadable ring tones of the Oye Bubbly track. This was supported by consumer interactivity through MP3, games and competitions.

Evaluation

• 15% increase in brand TOM within a week of launch
• 67% spontaneous ad recall for Bubbly in the week of launch
• 90% of respondents claimed to have seen the ad in the first four days of activity
• Oye Bubbly music album sold over 60,000 copies
• 1m page views and participation by over 100,000 on Yahoo!
• Consumption after the first week went up by 25%
• Unsolicited PR coverage for Oye Bubbly on news channels and newspapers
• Whopping increase in ad approval. Pre campaign scores of about 40% went up to 57% in the launch month