The last two years have been unprecedented for all of us. We were socially isolated, working from home, and could neither go to our favourite restaurants or chill at home with our friends. So, while we were all LOCKED in, we were all LOCKED in with our devices, binging on content like never before. The only thing that remained pandemic proof was – ENTERTAINMENT. In fact, 2021 saw a rise of video consumption where OTT platforms provided respite.

Pepsi wanted to tap on to this trend and disrupt the way beverages had explored partnerships and create something that was inimical. Pepsi came together with one of the biggest streaming platforms in the world- NETFLIX, to create a first of its kind marketing playbook and a chance for Indians to say Bella Ciao to their most loved series, in a truly Pepsi way- one that was filled with Dance and Music.

Pepsi Chills with Netflix and millions of Indians sigh Bella Ciao!

The pandemic changed us, but the one thing that remained pandemic proof, was our need to be entertained. Content consumption hit an all-time high and Pepsi leveraged this opportunity in a way that no other beverage brand had done before. Pepsi being a culture curator, identified a once in a lifetime moment, Money Heist’s final season, and joined hands with Netflix to host the most epic Money Heist farewell party ever.

The run up to the party saw a Money Heist and Bollywood crossover film, almost like an India exclusive episode featuring youth icon Tiger, alongside characters from Money Heist. This was followed by a country wide chase for golden Pepsi cans, and a whole lot more...

Pepsi gave the youth the most epic, most inimitable collaboration, one they didn’t know they needed.

For Pepsi, culture has been what makes it so distinct and iconic.

So, while Pepsi’s strategy in the last couple of years has been to capture the imagination and hearts of the youth in the hinterlands, Pepsi couldn’t afford to become a cultural tourist and lose out on such an epic moment in the life of the country’s urban youth- Money Heist’s final season.

Money Heist is one of the most watched shows worldwide and Indians contributed hugely to those numbers. A lot of fans were beseeching the makers of Money Heist to include “India” as part of the “Professor’s squad”. However, even Netflix could not influence the makers to do so. Pepsi joined hands with Netflix, and decided to give millions of fans what they truly desired. Pepsi tied up with Bollywood’s biggest action hero Tiger and got “Mumbai” to be a part of the Professor's squad.

Kickstarted with an India only episode featuring Bollywood star Tiger, alongside the amazing ensemble cast of Money Heist, the campaign made people hunt for exclusive golden Pepsi cans, which unlocked access to the Money Heist farewell party.

Pepsi’s QSR partners, became its partners in crime, as fans got to taste exclusive Money Heist Pepsi combos delivered under 10 minutes, and participate in on-ground activations. Pepsi also created a virtual Money Heist game – the first of its kind. We didn’t stop here, the campaign was all over OOH and MT in all the top metros.

With first of its kind musical invite, a line-up of incredible performers who set the stage on fire. The party had a special appearance from the series characters where they had come to meet their fans in India.

Pepsi pulled a heist on Money Heist fans, by stealing their hearts with an unforgettable 360 campaign.

The campaign became the Talk of the town. The Money Heist thematic garnered more than 15MN+ views, and we also collaborated with more than 1350+ micro influencers, all talking about the campaign.

Garnering a total reach of 81.3 MN across touch points, 1.4 BN impressions and securing $39 MN media value with 267+ Media features and over 11 MN+ Cans sold.

The party went on to become a big hit. Creating a global record with 10 MN+ joining the party!

We did not just stop there- we brought the campaign to life at our Modern Trade stores, and with our AFH channel partners through exciting food combos and exciting in-store activities with key industry players – Swiggy, Pizza Hut & KFC. The Pepsi Money Heist game on leading food delivery app Swiggy was played by 0.12 MN folks within 4 hours becoming the most popular gamification for Swiggy.