Following its latest campaign creating the ‘Wow’ factor, Pepsico India has now taken the concept forward with a ‘Wow anthem for Youngistaanis. This anthem proposes to be ‘of the youth’, ‘by the youth’ and ‘for the youth’ and has been implemented through extensive radio activation in partnership with Radio Mirchi.
The cola major now plans to extend this anthem by co-creating a music video.
As youngsters donned the role of lyricist, sharing what ‘Youngistan Ka Wow’ means to them, musical duo Vishal-Shekhar gave the anthem a catchy background score. The anthem was launched as part of extensive radio activation across 23 cities, where Pepsi invited youngsters to share their thoughts through interesting words, descriptions and phrases on what ‘Youngistan Ka Wow’ means to them.
Commenting on Pepsi’s initiative, Sandeep Singh Arora, EVP-Marketing, Cola, PepsiCo India, said, “Pepsi’s latest baseline – ‘Youngistan Ka Wow’ – is the voice of the youth resonating their unique ideas, opinions, attitudes, knowledge and actions. It is a feeling that is racing through every youthful nerve in the country today. The anthem celebrated the audacious self belief of the youth who are go-getters, making things happen their way.”
The brand new communication of ‘Youngistan Ka Wow’ and the anthem will be supported by ATL activities, digital campaigns, with new engagement modules involving both online and on-ground activities.