Pepsi is starting its new campaign coinciding with the beginning of a new cricketing season for the Indian team. The campaign is an eclectic mix of stars that are right now the pillars of the team, and those who would hopefully be at the helm of affairs at a later date. Therefore, Sachin Tendulkar does not find a place in the campaign, as he is now more of a mentor in the team, and Dhoni is the person who leads from the front, followed by the Vice Captain of the Indian team, Virender Sehwag. From the new crop the choice has been that of Ishant Sharma and Sreesanth.

While Ishant’s inclusion in the campaign is understandable as he is one of the most prominent discoveries for the Indian team in the recent times, Sreesanth has made it to the campaign owing to the maverick personality that he has, and the chemistry that he has been able to establish with the fans through two advertisements that he featured in earlier, and Pepsi has continued his faith on him.

The campaign is built around the message, who the real “Baap” or the boss is, taking a leaf out, probably from the popularity that Slum Dog Millionaire has achieved. The campaign is also in sync with the changing realities where the common man is trying to assert for his rights and privileges, and is mustering the courage to stand up to those who flaunt the connections to bend the rules.  The campaign underlines the biggest thirst that a young individual has, the thirst (pyass) to succeed.

Guided from this mandate, no wonder the choice of the players reflects the same spirit. Be it MS Dhoni, Ishant Sharma, Virender Sehwag or Sreesanth, they epitomize the yearning of a generation, and the thirst and the fire in the belly to succeed against all odds. Though Ishant Sharma and Virender Sehwag grew in Delhi, along with MS Dhoni and Sreesanth they represent the aspirations of a rising middleclass of India that aspires to claim a space of its own on his own merit.

The TVC takes viewers back in time, when Dhoni, Ishant, Sehwag and Sreesanth were not names to reckon with, but ordinary lads who were striving to actualize their dreams of becoming cricketers of the Indian cricket team . The TVC brings to the fore situations where one is often upstaged by other people who boast big and thrive on their father’s names rather than their own merit.

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3.25 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."

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