TV Chip Case Study

PEPSI INDIA

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16th, March, 2005: The summer of 2005 became unique for Pepsi lovers in the country with Pepsi’s ‘Khufiya Card’ consumer initiative. The special initiative has received unprecedented response from consumers across India.

Pepsi outlets became extremely crowded…Indians have always been Pepsi lovers but never thought drinking Pepsi could bring in such a huge reward.

The nationwide ‘Pepsi Khufiya Card’ (Mystery Card) promotion was valid on multi-serve packs (2-litre & 1.5-litre) of Pepsi, Mirinda Orange, Mirinda Lemon, Mountain Dew and 7UP. Every consumer who gets a ‘Khufiya Card’ on purchase of any of these products is assured of a prize.

The ‘Pepsi Khufiya Card’ initiative is unique for India, and for the first time makes TV advertising in India an ‘interactive medium’ in consumer promotion. It gives consumers an opportunity to discover their prizes by simply holding the Khufiya card against the blue TV screen during the airing of the Pepsi Khufiya ad. The consumer just needs to peel off the seal on his khufiya card, and hold the card against the blue ‘promo window’ in the TV ad, to reveal his prize. To enable consumers catch the Pepsi Khufiya ad on TV, the telecast timings of the ad are being communicated through print ads.

The prizes are divided into four levels. While there the top prize is 2.500.000 Rs, there are other prizes of 100.000 Rs, 1000 Rs, and 100 Rs. In addition there are ‘40 Rs off’ deals on some cards, whereby consumers can redeem these cards to get a discount of 40 Rs on any purchases in participating groceries and restaurants.

According to Pepsi Foods Pvt Ltd., “Pepsi, in its inimitable way, adds a lot of fun and excitement to the summer months. The path breaking ‘Khufiya Card’ is a unique device that integrates the TV campaign with the promotion in a very innovative way, and directly engages the consumer in the promotion while watching the ad on his TV screen.”

The storyline of the ad, featuring Pepsi brand ambassador Saif Ali Khan, revolves around a bumbling detective’s failed attempts to crack the case of the mystery card. The Khufiya ad is being aired in three spots of 40-sec, 35-sec and 10-sec durations.