A Comparison Between Ramazan Campaigns: Pepsi vs Coca Cola
A majority of festivals in Pakistan, be them religious or cultural, are celebrated for maximum three days, and to make an advertisement, brands pick these events specifically with the relevance of their product. But, the holy month Ramzan, which is celebrated for whole month, is the time when almost every brand releases a new advertisement and does other promotional activities.
This year, Pepsi Pakistan has launched a CSR activity, with new TVC, in which, it is ‘LightingUpLives’ with the help of its customers. The same idea is used by Coca Cola, Pepsi’s biggest competitor in Pakistan, in which, it is advocating people to spread lights, without any physical activity happening around. So, the Coca Cola’s Ramzan campaign cannot be called CSR activity.
Watch Pepsi Ramzan TVC:
Pepsi Pakistan has entered into the second phase of its “LightingUpLives campaign, and announced that one rupee from the sale of each 1.75 liter bottle will be donated to the campaign. In this campaign, Pepsi is aiming to install up-cycled Pepsi plastic bottles, converted to lights and powered by solar energy in remote areas for underprivileged peoples. While on other end, Pepsi’s biggest competitor, Coca Cola has also come up with an idea to spread light, but preferred waiting for miracles to happen everywhere. When it is advocating people to ‘be the light’ for others, it is not actually involving itself.
Watch Coca Cola Ramzan TVC;
Coming to the music, both the competitors have opted for Sufi songs, a right choice for a TVC to go on-air in the month of Ramzan. Pepsi has produced a new song, sung by legendry Pakistani Sufi singer, Abida Parveen, but on other end, Coca Cola has preferred going for popular Bollywood song, ‘Kun Faya Kun,’ sang by an Indian composer and singer A R Rehman, along with Javed Ali, Mohit Chauhan and Nizami Brothers, none of them represents Pakistan.
Both of them have shown some eye-catchy scenes, with Pakistani celebrities helping people in lightening up the areas in Pepsi Ramzan TVC, and people flying lanterns in the air in Coca Cola commercial. Though it was an eye-catchy moment but the flying lanterns shows Chinese culture, a mistake which Coca Cola has done in past too.
All in all, both the TVCs have the power to create awareness among masses but Pepsi leads the competition. Firstly by involving in bringing the change they are advocating for and secondly by producing and promoting something which totally reflects Pakistan and its culture.