Pepsi is carrying forward the ‘Youngistaan’ legacy across the country with a 360-degree activation and a TVC featuring the ‘it’ couple, Ranbir Kapoor and Deepika Padukone. The activation spans on-ground, radio, television and web initiatives, while the TVC broke in all news and entertainment channels on April 30.
Punita Lal, Executive Director-Marketing, PepsiCo India, said, “The promotions built around the ‘Youngistaan’ campaign strive to achieve active youth engagement by providing differentiated communication. Through the application of unique, creative routes, we are confident of strengthening our connect with the youth and build on the expression of ‘Yeh hai Youngistaan meri jaan’.”
In the sequel to the first TVC, Ranbir and Deepika are back, minus over-protective brother Shah Rukh Khan. But the concept of Youngistaan very much runs through the ad as Ranbir states how the Youngistaan spirit has the power to go beyond the expected to achieve what one wants, where ‘Chaho Toh Sab Kuch Hai Aasan’. The TVC has been directed by Imitiaz Ali of ‘Jab We Met’ fame, while the Creative Director is JWT’s Soumitra Karnik.
Pepsi has kickstarted its ‘Youngistaan’ promotion in 62 Pizza Hut outlets across the country, where consumers can use the ‘Youngistaan Card’ to avail offers at each Pizza Hut outlet. Visitors to these outlets could also SMS their interpretation of Youngistaan and have their message and name flashed on a special screen placed inside the outlet for everyone to see. A similar activation was carried out in 24 leading PVR Cineplexes, where visitors gave their interpretation of Youngistaan and the recorded footage was screened in the hall.
Pepsi has also partnered with MTV to provide a platform for the youth to air their opinions on the latest news. A show, ‘Wassup – The Voice of Youngistaan’ has special ‘Youngistaan’ bulletins running on the channel everyday.
Pepsi has also partnered with Red FM’s popular show ‘Chavani Athani’, which has a dedicated 10-minute slot, wherein listeners can call in and describe what Youngistaan means to them. The best slogans are made into ads that run on the FM station for the day.
‘Youngistaan ka daily dose’, a syndicated column across leading newspapers also carries the spirit of Youngistaan through catchy phrases full of attitude.
Commenting on Pepsi’s Youngistaan initiatives, Sandeep Singh Arora, Executive Vice President-Marketing, Cola, PepsiCo India, said, “Youngistaan is almost a currency for today’s generation to speak their mind and display their attitude. Today’s Youngistaani’s are go-getters, irreverent, cheeky and are true ambassadors of Pepsi. We hope that our engagement platforms would help strengthen our connect with the youth.”
As part of the on-ground promotions, Pepsi had come up with ‘Youngistaan Cool Maal’ under the crown promotion, which offered Pepsi lovers a chance to win prizes on the purchase of a 200 ml or 300 ml Pepsi glass bottle. To take part in the promotion, consumers had to look under the crown of their Pepsi bottles for prizes such as X-Box Game consoles, mobile phones, sunglasses; special edition ‘Youngistaan’ CDs, Bajaj Avenger bikes, funky ring tones, etc. The promotion ended on April 30.