Watch Brand Equity Tonight: Pepsi – IPL Story Gone Sour?

It's year two of Pepsi's association as the title sponsor of the IPL, and if one compares the beverage major's marketing strategy over these two years, one will see it's almost polar opposite. Last year we saw the 'Oh Yes Abhi' campaign hit the tube even before IPL began, a series of campaigns revolving around Dhoni, Priyanka Chopra, Chris Gayle and Ranbir Kapoor, as well as the launch of Pepsi Atom - the product that PepsiCo was hoping would take the beverage market by storm. Contrast that with this year, where campaigns rolled out late, focus was on digital and Pepsi didn't even get on board as an associate sponsor! So what's the rationale behind this timid showing, especially after doling out a whooping 400 crore rupees for its association with the IPL? Tune in to Brand Equity on Wednesday at 10:30 pm, Saturday 2:30 pm & Sunday 11:00 pm to find out!