MAM
Pepsi unveils ‘bubbly’ new ad campaign with King Khan
MUMBAI: Pepsi is going ‘bubbly’ this summer. The soft drink major has unveiled a new campaign, taking forward the concept of ‘thirst’ (pyaas) through a new catch phrase ‘Oey Bubbly’.
The 60-second ad campaign articulates the philosophy behind Pepsi’s popular tagline ‘Yeh Pyaas Hai Badi’ in its inimitable effervescent manner, and comes from the insight that the thirst for a Pepsi is so intense that even inanimate objects lust for it.
Featuring Shahrukh Khan with animation characters created by Studio Glassworks, London the ad brings high end animation for the first time to the small screen. It brings out the thirst for Pepsi at different moments in everyday life. Ehsan, Shankar, Loy have produced music tracks for the commercial.
According to Pepsi Foods Pvt. Ltd. executive director (marketing) Punita Lal, “The new ad campaign reiterates Pepsi’s youthful positioning, and conveys the thirst our consumers have for Pepsi. We are unleashing a slew of activities around the theme ‘Oey Bubbly’ thereby reaching out to our consumers from all possible platforms – music, radio, TV, Internet and eateries. These initiatives, along with the ongoing unique ‘Pepsi Khufiya Card’ promotion, add a lot of fun and excitement to the summer months.”
Oey Bubbly Music Video: As part of the Oey Bubbly campaign, Pepsi is bringing out a music video titled ‘Oey Bubbly! – the Bubbly Grind’. The music video features Amitabh Bachchan, Preity Zinta, Sachin Tendulkar, Rahul Dravid, Irfan Pathan, Yuvraj Singh, Zaheer Khan and Mohammad Kaif. It is being shown on all major music, sports and entertainment channels. Pepsi has tied up with Universal Music to cut music cassettes and CDs of the music video.
Radio & Internet: The Oey Bubbly music video song is being aired on all popular FM radio channels. In addition, in an innovative initiative, Pepsi has also presented brief spots in radio channels introducing ‘Bubbly’. The company has also introduced specially-devised Oey Bubbly games on the Internet.
In addition to this, Pepsi has also introduced new attractive ‘Oey Bubbly’ merchandise for eateries, POS materials and outdoor signages.
Pepsi’s ‘Oey Bubbly’ campaign comes close on the heels of its hugely successful ‘Khufiya Card’ (Mystery Card) promotion. The interactive ‘Khufiya Card’ promotion has been a bonanza for consumers across the country, bringing cash rewards for winners.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
