Pepsi has launched in what can be termed as a star studded campaign in Pakistan as part of Ramzan. Lighting Up Lives campaign of Pepsi calls to purchase 1.75 L bottle, the proceeds from which will be donated to the cause allowing the nation to be part of #LightingUpLives campaign.
The beautiful ad which has been designed by JWT has got a beautiful rendition of ‘Noor-e-Azal Noor-e-Khuda’ in Abida Parveen’s heartfelt voice and settings which creates a feel good factor. Speaking about Lighting Up Lives campaign of Pepsi in Pakistan Asma Nabeel, Chief Creative Officer at Walter was quoted as saying “We aimed to create a heartwarming, feel-good campaign to establish an instant emotional bond with the consumers so they’d want to watch it again and again, and hopefully, be motivated to become part of the Liter of Light cause.” He further added, “Ramadan is a month of warmth, compassion and blessings, and with this campaign, we sought to create a natural and emotional fit with the brand, elevating it to stand for something bigger during this holy month.”
Pepsi Pakistan through Lighting Up Lives campaign has collaborated with Litre of Lite in Pakistan to launch a unique CSR campaign. This campaign was executed in a remote area called Jalozai IDP camp situated 35 km from Peshawar.
The Lighting Up Lives campaign of Pakistan featuring iconic youth celebrities, Hamza Ali Abbasi, Sanam Saeed, Syra Yousaf and Azfar Rehman
Pepsi as part of Litre of Lite provided recycled Pepsi plastic bottles in IDP camp. Then it was converted to lights powered by solar energy. These lights were installed in houses, hospitals and localities in this camp. In one of the biggest campaigns ahead of the holy month of Ramadan in Pakistan, Pepsi has aired this well shot ad simultaneously on 55 satellite and terrestrial TV channels through the prime-time slot of 6pm to 9pm slot. This is said to be a first for Pakistan in advertising
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