The Challenge

PepsiCo had taken some stiff competition from its arch-rival Coca-Cola that has been on its way to own cricket in Pakistan with Sprite owning 4 out of 6 teams during the previous PSL and Coca-Cola sponsoring the Cricket World Cup, both during 2019. Pepsi had to come back with a big bang into cricket and this was the first time they were aiming for a PSL specific communication. How could they create this new communication that also linked with their global shift in communication to “For the Love of It”.

The Solution

A modern idea that can translate into an anthem for a brand that always looks to the future. In our research on the brand, we found that their global ideology and tagline is rooted in “For the love of it”.  This ideology brought us to a thought that said that when you do something for the love of it, you do it from your heart. As this was a cricket anthem, we decided to tailor the message that connects not only to cricket but also is a message for everyone. We came up with “Khel Ja Dil Se” which translates into “Play with all your heart” and only then you can achieve your goal, your vision.

The song was touted as the best cricket anthem that year upon its release.