August 4, 2014: Pepsico recently launched new campaign #BackToSchool for Friendship Day which was celebrated on 3rd August 2014. The campaign which was kicked off by Pepsico on 25 July by posting an online video showing people reconnecting with old school friends and reliving their school days. The campaign which has been conceptualised by Anua Chauhan who was formerly with JWT and the Pepsico team seeks to engage audiences digitally through multiple themes: #ClassPhoto, #LastSchoolDay, #SchoolBesties, #GetOutofTheClass (story) and #MySchoolCanteen.
Rishi Dogra, Head – digital marketing, PepsiCo India, was quoted as saying about the #BackToSchool campaign, “The campaign kicks off with celebrations around Friendship Day, getting people to reconnect with old school friends and relive their school days by sharing anecdotes, photos and memories they cherish with their best buddies.” He further added, “The launch phase of the campaign is being led only on digital through these heart-warming video and social media conversations, connecting school friends in real time, online. This is only the beginning and just like great friendships, the idea is not one we’d like to set an expiry date to.”
The new ad film by Pepsico shows a set of four friends who recollect their school days as they approach their farewell. A lot of old memories are shared by the friends and the soundtrack goes ‘School khatam ho raha hai, dosti nahin’ (School is ending, not friendship). The film which has duration of 4 minutes and 15 seconds is quite long and ends with the #BackToSchool message.
Pepsico #BackToSchool campaign video
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=PJVtU1zXOO4[/youtube]
