Brands
Pepsi gives the ‘kyun sookhe sookhe hi?’ campaign a new twist
MUMBAI: Beverage brand Pepsi has always been ahead of the curve when it comes to communicating with consumers. The brand has always innovated and developed campaigns that connect with consumers in the most relevant ways. Continuing this trend, this year too, Pepsi is reaching out to millions with its message of ‘Kyun Sookhe Sookhe Hi’ by giving a twist to typical YouTube advertising with Google’s dynamic advertising tool Director Mix. This tool creates custom video ads from one core creative, turning consumer’s attention into action.
Through Director Mix, Pepsi is showing its consumers content which is most relevant to them, in its trademark witty and humorous style. The brand has turned a limited set of creative assets for its ‘Kyun Sookhe Sookhe Hi’ campaign, including images, voiceovers, texts, fonts and colors into multiple unique messages catering to different audiences in a contextual and engaging manner.
Pepsi has fashioned over 100 customized creatives for Director Mix in a bid to stand out in the consumers’ mind. Each pre-roll ad will place the ‘Kyun Sookhe Sookhe Hi’ philosophy customized to the context of one’s search; and will reinstate the idea that food is incomplete without Pepsi. The unique marketing initiative has resulted in 96 million impressions, 84 million unique users and 87 million completed views, over the last few weeks.
Speaking about the Director Mix and success of the campaign, Raj Rishi Singh, Director Marketing, Pepsi, PepsiCo India, “Pepsi has always created campaigns and experiences which resonate strongly with consumers. In fact, we are constantly experimenting with different marketing tools and techniques and Director Mix, with its customized creatives, has helped us strike a chord with our consumers better. We have been able to reach our audiences with content which is most relevant for them. By leveraging Director Mix, Pepsi has been able to cut through the clutter in the digital space.”
Elaborating on Director Mix, Vikas Agnihotri, Industry Director, Google India said, “People are drawn to the contextual creatives as they’re highly engaging and they drive higher awareness for the brands. It’s great to see Pepsi take the approach of personalizing their campaign at scale on YouTube with our latest tool called Director Mix. Using the tool, Pepsi has turned its video campaign, into many highly relevant and shareable video’s that genuinely connects with their consumers at scale without having to worry about producing multiple video campaigns.”
Pepsi is leveraging Director Mix as part of the ‘Kyun Sookhe Sookhe Hi’ campaign, which kick started last month with a TVC featuring Pulkit Samrat, Varun Sharma and Manjot Singh, stars of the popular Fukrey movie franchise. The three actors will make their appearance in all Pepsi Director Mix ads as well. The 360-degree campaign also celebrates Pepsi’s strongest asset, its packaging through the introduction of new Pepsi Foodicon bottles. These bottles will feature different interpretations of age old street food favourites such as dosas, burgers and noodles, amongst others.
‘Kyun Sookhe Sookhe Hi’ will also be supported by massive outdoor & digital surround. There will also be exclusive promotions with partners like KFC, Pizza Hut & Subway.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
