What’s life without a few good friends? And what’s good food without a chilled glass of Pepsi?
Pepsi unleashed a new campaign which celebrates friends, food and friendship. Titled ‘Kyu Sookhe Sookhe hi?, the largest beverage manufacturer company introduced new foodicon bottles based on 25 popular food items from India.
Pepsi’s new campaign pivots on the simple belief that just like life is incomplete without friends and gossip, food is incomplete without Pepsi.
Pepsi knows that mixing friendship, food and fun is the perfect recipe. And when you add in a chilled glass of the beverage to the mix, you get an unbeatable combo.
The campaign was launched by Pepsi’s brand ambassador and Bollywood’s heartthrob Ranbir Kapoor at Mumbai’s Carter Road on April 5.
He spoke about how the idea of ‘Kyun Sookhe Sookhe Hi’ resonates strongly with him and reinstated this belief in the hearts of consumers through an engaging dialogue with popular RJ Rohit Varghese.
“It’s no secret that I am a huge foodie. The love for all kinds of food, right from vada pavs to tandoori chicken runs in my veins,” said Ranbir.
Speaking on why the campaign launched in Mumbai, PepsiCo India Director Marketing for Pepsi Raj Rishi Singh said, “Mumbai is known for its food culture. Mumbaikars love Pepsi. Pepsi loves Mumbai.”
According to Rishi, the campaign celebrates friends, food and Pepsi in a unique way.
“We are very excited for consumers to experience the new Pepsi Foodicons and are sure that Pepsi fans will love our interpretation of their favourite foods,” Rishi stated further.
Commenting on the association, Ranbir Kapoor said, “Every fun is incomplete without friends, and every food is incomplete without Pepsi. Pepsi is fun, energetic and youthful.”
“I will always be a Mumbai street food fan,” Ranbir further added.
When asked about the sookha element in Ranbir’s life, he commented, “I am shooting for Brahmastra, and on a diet. The sookha is having no rice and carbohydrates.”
On his experience of working for the campaign, he said: “The brand has always created relatable campaigns and ‘Kyun Sookhe Sookhe Hi’ is no different. It tells the perfect story of the three musketeers – friends, food and Pepsi.”
The new foodicon bottles features origami interpretations of age-old street food favourites, including Mumbai’s preferred vada pavs, Delhi’s beloved samosas and Chennai’s favoured dosas amongst others.
On the professional front, Ranbir Kapoor will be seen in Sanjay Dutt’s biopic and Brahmastra alongside Alia Bhatt.