MUMBAI: PepsiCo India has launched a new ad campaign on Football in India. This is the first time the food and beverages major has rolled out a football centric campaign.

So far, the company was focusing on cricket in its campaign to reach masses.

Conceptualised and created by JWT, the campaign features brand ambassador Ranbir Kapoor.

Irreverent and youthful, the TVC aims to bring alive the fun associated with football in Pepsi style. The campaign will be supported by a 360-degree approach including outdoor, consumer engagement and social media programmes.

PepsiCo Beverages India executive director - marketing Deepika Warrier said, “Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India and being a true youth soul-mate, Pepsi is proud to be associated with the sport.

With a line-up of cricketing events including IPL, ICC World Twenty20 and a host of football initiatives, Pepsi promises an action-filled, fun year ahead.”

PepsiCo India category director - colas, hydration and mango based beverages Homi Battiwalla added, “Our new Pepsi Football campaign takes forward the philosophy of ‘Change the Game’ with a refreshing twist. The campaign promises to excite and engage not only the existing passionate football fans but the entire nation”.

“Pepsi is all about youth and their passions, which is reflected in the choice of football as a platform to engage with our target group. The new campaign retains the original irreverent and fun Pepsi style along with the new football energy and excitement,” JWT India executive business director Saurabh Saksena said.

The media planning for the company is done by Mindshare.