Pepsi has chosen to celebrate the week leading up to Friendship Day with a different spin on the occasion, urging the youth to ‘rise up’ from the friendzone if they are in one, or help their friends do the same.
It has engaged stand up comedian Zakir Khan to spread the message, which aligns with the brand’s ‘Rise Up’ proposition.
https://www.instagram.com/reel/CvZZXqONVz-/?igshid=MzRlODBiNWFlZA%3D%3D
Friends commenting on Khan’s post as a cry for help for their friends in ‘friendzone’ will get a personalised message in their inbox that can be shared amongst friends as a pro-tip to swear by, informed a Pepsi statement.
Shailja Joshi, Category Lead, Pepsi Cola, PepsiCo India, said, “Pepsi has captivated the youth of India for decades with its irreverence and is known to rewrite the way people see popular occasions each year. Giving Friendship Day a unique twist and inspire the young generation to rise above friendzone with their friends, we could not have asked for a better fit to this campaign than Zakir, the buddy, the OG Sakht Launda. We are confident that Zakir’s comedic prowess and popularity will speak to the youth directly and encourage them to be there for their friends as they break free from friendzone along with a chilled bottle of Pepsi.”
Khan said, “I am elated to be a part of the iconic Pepsi universe – a brand that has been my friend over the years. This campaign is all about breaking free from the friendzone and owning who you are, and I am thrilled to be the voice of this message. With humor as the driving force, we will celebrate friendship, self-expression, and the beauty of being true to oneself. I hope the audience enjoys the video and is inspired to ‘Rise Up, Baby!’”
Vikram Pandey (Spiky), National Creative Director, Leo Burnett India, said, “Often when you are being friend zoned, it’s your friends who can notice it first. This insight seemed really fresh to tap into this Friendship Day for Pepsi. And who better than ‘Sakht Launda’ Zakir Khan to bring this alive. An appeal to all friends, to save their friends from being friend zoned!”
The campaign will be amplified through digital channels including social media and influencers.
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