Pepsi’s association with movies, music and cricket, triggered a passionate response from consumers and Oye Bubbly has become a part of everyday speech. On radio, leading DJs still activate the Oye Bubbly hot key whenever the Indian cricket team is successful on the pitch. The print media uses the words Oye Bubbly in headlines to highlight stories of economic or social success. This reminds consumers why they drink Pepsi: to quench their thirst.

In one week,over 60,000 Oye Bubbly albums were sold, brand awareness soared by 15%, spontaneous ad recall was 67%, 90% saw the ad in the first four days and one million ring tones were downloaded in six weeks – the highest ever of a brand commercial message. Consumption surged 25%.