Virat Kohli's 87-year-old "passionate fan" bags PepsiCo ad campaign
What's the story
Earlier this week, an 87-year-old caught everyone's attention. Charulata Patel's enthusiasm during the India-Bangladesh July 2 match in the ongoing World Cup made England ex-captain Michael Vaughan summarize that, "It's the picture of the World Cup for me." Amul and industrialist Anand Mahindra noticed her too. And now reports suggest that PepsiCo has roped her in for their new advertisement. Now, that's some fame!
Backstory
But first, how did Charulata burst into the scene?
During the match, commentator Sourav Ganguly observed how passionately Charulata, sitting in her wheelchair, blew the vuvuzela every time India took a wicket or hit a boundary. She was later greeted by captain and vice-captain Virat Kohli and Rohit Sharma, respectively. Kohli even tweeted, calling her "probably one of the most dedicated fans I've ever seen. With her blessings, on to the next one."
Twitter Post
"Age just a number, passion takes you leaps & bounds"
Also would like to thank all our fans for all the love support especially Charulata Patel ji. She's 87 and probably one of the most passionate dedicated fans I've ever seen. Age is just a number, passion takes you leaps bounds. With her blessings, on to the next one. 🙏🏼😇 pic.twitter.com/XHII8zw1F2
— Virat Kohli (@imVkohli) July 2, 2019
Dedication
For fans, old and youth, Amul writes in its campaign
Her infectious gusto made Amul run an ad campaign the next day, dedicating a doodle to her, and captioning it as, 'Grandmother India.' Pepsi followed next. They have reportedly signed in Charulata under their 'swag' campaign, for which she will start shooting this week itself. "Pepsi is honored to bring the story of the unassailable swag of Charulata Patel," a PepsiCo spokesperson said.
Twitter Post
Amul dedicates ad campaign to "Grandmother India" Charulata
#Amul Topical: 87 year old Super Fan cheering Indian cricket team makes social media waves! #INDvsBAN pic.twitter.com/5BbI8y8YHV
— Amul.coop (@Amul_Coop) July 3, 2019
Comment
"Her passion for the game shows age is no bar"
"Her passion for the game shows the world that age is no bar when it comes to living life in the moment," the spokesperson said, adding that through Charulata, they will "pay tribute to the spirit of the Indian cricket fan." The octogenarian will be the face of their 'swag' campaign and be the 'swag star' through the ongoing world cup in England-Wales.
Opinion
It is a smart and interesting take, expert opines
This new ad campaign of PepsiCo will be aired across several platforms, including TV and digital. Experts are viewing this as an attempt of the American MNC to outdo its rival, Coca Cola, the frontline global official sponsor of World Cup 2019. "It's a smart and interesting take; after a long time something bold is happening in this space," said brand specialist Santosh Desai.
Advertisements
PepsiCo currently runs the 'Har ghoont mein Swag' campaign
Notably, PepsiCo was the on-ground sponsor of ICC World Cup 2015. Coca Cola replaced it later. Currently it runs the Har ghoont mein Swag campaign, started this February, having Tiger Shroff-Disha Patani as its faces. The company's #SwagStepChallenge has already garnered 11bn views. Interestingly, two years ago, Kohli and PepsiCo broke off their deal, as the skipper only wanted to promote "healthy" products.
Gesture
Charulata invited to all of India's matches, courtesy Kohli
Back to Charulata, the show stealer has been given tickets for all of India's matches, including both the semi-finals as well as the final. Her granddaughter Anjali shared this recently while adding that it was Kohli who arranged for the tickets. Notably, 64-year-old Mahindra too had "promised to reimburse her ticket costs," calling her Team India's lucky charm, and "the match-winning lady."