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.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
