Goal.com looks into how the Pepsi ad 'Mauke pe Chauka' is a exact opposite of what they themselves applied in Japan and even in the marketing point of view, was a complete failOver the course of this week, we already have penned quite a handful on Pepsi and their football campaign in India. A campaign that was although a very shrewd and logical marketing policy, but failed to live up to the expectations; or rather failed to "change the game"; due to some erratic and sometimes very naive execution of things. (Read detailed article here.)
In that very article hyper-linked above, we mentioned about how the Pepsi advertisement, involving the likes of Frank Lampard, Didier Drogba and Fernando Torres playing a game of cricket against Indian cricketing stars, was met with negative remarks all across the footballing community in India.
In fact, it was rather baffling to see Pepsi's way of "changing the game" to football by making the footballers themselves play a game of cricket. Aren't we then stuck to same game then? Wasn't that plain stupid?
Well, the primary motive of a business is to make profit and understandably it will always be so, no matter what you claim on the outside in the form of strategy and other blah-blah. However, even on simply the marketing point of view, the advertisement certainly failed to make an impression. How do you think you can sell your products, when you annoy the customers themselves?
|Can you replace a football while promoting football?|
Now, rewind yourself 10 years back. The 2002 FIFA World Cup in Japan and South Korea! Remember the ad of sumo wrestlers fighting it out in the football field against the likes of David Beckham and Roberto Carlos? Well, that was one of the classic Pepsi ads; a trend setter and interestingly, that was the exact opposite to what Pepsi did and managed with the "Mauke pe Chauka" here in India.
Sumo Wrestling, a traditional sport in Japan, was used as a catalyst to "change the game" there and it proved massively successful. The sight of the wrestlers getting it better of the star footballers, was as well crafted as humourous.
And the key aspect? It was the sumo wrestlers who played football against the footballers, not the other way around!
It was football that took the limelight which made the ad viral in that part of the world; where as here it looked as if it was primarily cricket, which was aided partly by football.
And that is when you're campaigning for football itself! And then you have the catchphrase of "Mauke pe Chauka"...it leaves one stumped as to how naive the campaign could get.
In fact leave alone these aspects, even quality wise, the advertisement lacked behind considerably. The fact that the scenes of the cricketers and the footballers were shot at different places was quite obvious, as at nowhere did the two shared the same frame.
|No ball? I should know what that is!
Furthermore, one part that was clearly laughable was when Frank Lampard was taken aback after Mahendra Singh Dhoni called a "no ball".
Apparently, he didn't understand what it was. Little did the advertisers realize that probably every Englishman knows what is a "no ball," and so should Lampard. So, once again a daft way to put together things.
In a nutshell, the advertisement lacked cohesion and didn't really make much sense, leave alone the pathetic humour that probably wouldn't appeal to any class of football fans. 'Mauke pe Chauka' - the tagline clearly dosen't have anything to do with motto "change the game," which eventually makes the whole thing look quite unnecessary and forced.
Quite surprisingly, it was Pepsi themselves who adapted a complete opposite path to achieve a similar aim in Japan, to what they did in India. The results , quite to safe to say, have also been opposite too.
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