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Advertising Case Study
PepsiCo India
Company Background
PepsiCo entered India in 1989 and has grown tobecome the country’s largest-selling ood andbeverage company. One o the largest multinationalinvestors in the country, PepsiCo has establisheda business aiming to serve the long-term dynamicneeds o consumers in India.
Objective
PepsiCo India spends heavily on TV and Printduring the cricket season as the sport has a hugeollowing in India. Occurring once every our years,the ICC Cricket World Cup is not only the country’sbiggest sporting event but also the biggest mediaevent. Ahead o the tournament in April 2011, KomliMedia, a leading digital media network platorm inthe Asia-Pacifc region, approached PepsiCo withthe idea o doing a major campaign on Facebooktimed to mark the start o India’s run-up to theevent in Dubai.PepsiCo India had our key objectives includingcreating buzz or the company around the CricketWorld Cup by organizing the biggest onlinebranding event. It also wanted to get its cricket-centric television spots closer to consumers andcreate a deeper level o engagement or the brand.What’s more, the brand wanted to drive trafcto an application it had created specifcally orthe Cricket World Cup. The brand’s agency, GroupM, partnered with the brand in the campaign’sexecution.“While the online medium in general oers userinteractivity that’s quite dierent rom traditionalmedia, Facebook in particular oers a unique ormo engagement with our consumers and combinesit with huge reach numbers,” PepsiCo India says.
Facebook Executive Summary
Client:Agencies:
facebook.com/pepsiindia
Objective:
 Create buzz or the brand around the2011 Cricket World Cup and ampliythe awareness o its television spots
Solution:
A Facebook Reach Block eaturingFacebook Premium Video Adsincorporating TV spots rom PepsiIndia’s “Change the Game” campaign
Key Lessons:
•Facebookenablesbrandsto
ampliy the eectiveness o theirtelevision advertising as peopleon Facebook can easily share thesame content and engage with itonline
•Whenbrandsstartwithcreative
and engaging content, the word-o-mouth marketing at scale thatis possible on Facebook can makeit easy or a brand’s message to goviral
“Facebook offers a unique form of engagement with our consumers and combines it with huge reach numbers.” 
— PepsiCo India
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