Kyoorius Media Awards
Use Of Experiential
Use Of Live Events
KYOORIUS MEDIA AWARDS - Use Of Experiential (Use Of Live Events)
The Pepsi Money Heist Party
Brand: Pepsi X Netflix Money Heist
Client: PepsiCo India X Netflix India
Entrant: Netflix India
Baby Blue Elephant
|The Pepsi Money Heist Party
|Pepsi X Netflix Money Heist
|PepsiCo India X Netflix India
|The final season release of Money Heist in India brought out the unique ‘swag’ side of Indian fandom. To heist this cultural moment, Netflix partnered with the one iconic brand that owns ‘swag’ in India - Pepsi.
Pepsi was on the lookout for a pop culture moment to further their narrative. Together, we launched first-of-its-kind Money Heist Pepsi gold cans and bottles, which became the entry ticket for the biggest virtual fan event - The Pepsi Money Heist Party. We dropped a launch film with bolly ‘swag’ icon Tiger Shroff, and a recreation of the Money Heist set, with a new Pepsi ‘Gold Can’ Heist. A 360 campaign surrounded the event with touchpoints that no fan could never miss - with themed meals on swiggy, OOH, and a full-blown social campaign with over 600 influencers.
All of this leading to the virtual party - a night with the biggest Bolly stars and special appearances by the Money heist cast.
Within the first 24 hours, the campaign garnered 1100+M impressions just for the TVC, and the virtual party set a new record for Pepsi with 9.1Mn views.
And thus together, two iconic brands gave the industry a new marketing reference and fans a celebration they deserve.