PepsiCo, which bagged the title sponsorship of the Indian Premier League (IPL) for the next five years, has released a new commercial for the sixth edition. Ad agency Ogilvy and Mather Mumbai has created a campaign that shows ordinary folks, including cricketing fans, getting washed in the myriad colours of the IPL. The agency decided to pitch Pepsi IPL 2013 as an event from which Koi nahin bachega (no one can escape). The creative idea from the film came from the fact that in April and May, it is impossible to escape the IPL excitement.
Abhijit Avasthi, National Creative Director, Ogilvy India, said, “India comes under the grip of IPL fever every summer. The thrill, the excitement, the anticipation leaves no one untouched. We wanted to capture the fun and mania.”
The TV campaign, which began airing on March 8, has been produced by Cyrus Pagdiwala, with music by Ehsaan Loy and lyrics by Ila Arun. The film showcases the breadth of India taking part in the festivities, donning their favourite colour, having a great time.