KYOORIUS MEDIA AWARDS - Use Of Experiential (Use Of Live Events)

The Pepsi Money Heist Party - PepsiCo India X Netflix India - Pepsi X Netflix Money Heist JPG
The Pepsi Money Heist Party - PepsiCo India X Netflix India - Pepsi X Netflix Money Heist MP4 1m:59s

The Pepsi Money Heist Party - Pepsi X Netflix Money Heist
Client: PepsiCo India X Netflix India
Entrant: Netflix India

Share:
The Pepsi Money Heist Party - Pepsi X Netflix Money Heist - PepsiCo India X Netflix India

Baby Blue Elephant

Entry Title: The Pepsi Money Heist Party
Brand: Pepsi X Netflix Money Heist
Client: PepsiCo India X Netflix India
Entrant Company: Netflix India
Description: 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.
Company Credits: Netflix India
Company Credits: PepsiCo India
Company Credits: Wunderman Thompson
Individual Credits: Deep Chhabria
Individual Credits: Poornima Sharma
Individual Credits: Shilpa Singh
Individual Credits: Charu Bhatnagar
Individual Credits: Pranav Kuckreja
Individual Credits: Prashant Choudhary
Individual Credits: Saumya Rathor
Individual Credits: Om Jha
Individual Credits: Avinash Bhandaru
Individual Credits: Thaldev Kaim
Individual Credits: Tanu Sinha
Individual Credits: Nakulesh Pankajbhaikagathra
Individual Credits: Harsh Maheshwari
AwardsEngine Logo