Whether it was ‘Oh Yes Abhi!’ or ‘Yeh Dil Maange More’, Pepsi is known for striking the right chord with its consumers through their marketing campaigns. Generally its association with Bollywood celebrities and cricketers that made the audiences connect with the brand, in their latest campaign they failed to build that connection. We aim to find out what exactly clicked with the Pepsi audience and what did not through a sentiment analysis on the basis of emoticons provided by real users on the platform.
The Pepsi Thi Pi Gya TVC shows students union clad in black kurtas protesting against a fee hike in college. Different media platforms compared it to recent protests led by FTII students and found it insensitive to be taking a dig over it through the TVC. PepsiCo India spokesperson refuted any resemblances with the protest and mentioned that it was just the irresistible taste of Pepsi that has been talked about in the TVC.
Here’s a #FrameByFrame analysis of how people reacted to Pepsi’s latest ad campaign Pepsi Thi Pi Gya. As anybody watches the TVC on MadOnAds, one starts feeding in the emotions they feel while watching on every frame of the ad.
Out of the total sentiments received from 500 people, 49.5% sentiments were ‘Like’, which clearly states that overall people liked the ad. As we sliced the data further we came to know how people liked different moments of the ads. And that’s how MadOnAds is capturing #FrameByFrame reaction of users.
Maximum people liked the 38th frame of the ad, when the student finishes drinking his Pepsi while the hunger strike is going on.
As he finishes his statement, “Pepsi Thi Pi Gya” and the student leader stares at him, maximum people watching the ad blew kisses on the 48th frame.
The next high moment is when everybody turns and he again opens the bottle at 52nd frame of the TVC.
While there has been a mixed reaction at the 21st second of the TVC as Pepsi appears in the frame, most of the people found it to be boring and hence clicked on “Sleepy” emoticon.
While there are many who liked the TVC, there have been people who dropped even before completion of 25% of the ad, i.e. before 16th second. Out of these, 12.6% of frames were given a ‘F**K You’ emoticon and 8.7% frames of the first 16 seconds were found to be boring or ‘Sleepy’ as we call it on MadOnAds.
Wait… we have not garnered only negative sentiments here, people clicked on ‘Salute’ on 10.7% of frames in the first 16 seconds. An equal number of initial frames were found to be Surprising. Did people find protests in an advertisement to be surprising?
Pepsi being a very playful brand till now, the audience wasn’t able to connect and did not even wait to make its product to make an entry and left. That’s all to be thought upon by the creative director of Vivek Kakkad from JWT or the media planners of PepsiCo.
If you wish to find a similar analysis of an advertisement, write to us in the comments below and we shall fetch you the right sentiment analysis based on the feedback provided by organic users like you. Till then, watch and reviews ads with smileys on every frame!