PEPSI CRICKET ANTHEM 2020
In anticipation of 2020 Cricket season and to kick off the Pakistan Super League (PSL), Pepsi launched its Cricket Anthem “Khel Ja Dil Se” translated as “to play with heart”. Centred on Pepsi’s deep-rooted connection with cricket, and its affinity with iconic players, we developed a 360° campaign that captured the nation’s passion for the game.
THE CHALLENGE
To revamp Pepsi’s brand image with a bold, youthful energy and driving engagement during the Pakistan Super League season.
THE OUTCOME
The campaign line, Khel Ja Dil Se, translated as ‘Play with heart’ encapsulates nation’s cricketing spirit. It celebrates the idea of cricket uniting the whole nation to share fun, memorable and exciting nail-biting moments with friends and family. We featured Pakistan’s biggest pop music icons, and cricket players in the campaign to create brand relevance. The fusion of music, sport, and emotion positioned Pepsi as a vibrant, youthful brand. The key visuals incorporate striking black and white portraits of the stars, face painted in Pepsi colors, symbolising unity, passion, and fan culture, ultimately transforming the brand into a symbol of pride for cricket lovers.
ROLE
Creative, Campaign Conceptualisation, produced a video moodboard to visualise the ad film’s mood and storytelling, developed a 360° campaign across platforms, designed the campaign deck.
CREDITS
Agency: IAL Saatchi & Saatchi
Creative Director: Taimur Azeem
ACD: Haleema Ahmed
Creative Executive: Fatima Ali
Senior Creative Manager: Mahnoor Ahmed
Design Head: Danish Hasan
Designer: Shoaib & Bilal Ali