Top Story

e4m_logo.png

Home >> Advertising >> Article

Pepsi embarks on 'What's Your Way' campaign

21-October-2009
Font Size   16
Pepsi embarks on 'What's Your Way' campaign

Continuing with its focus on the personal choices and the ‘own’ way of the Youngistaanis, Pepsi has launched an integrated marketing campaign – ‘What’s Your Way’ – with new engagement modules across print, TV, radio and digital media. With social media as a core component, ‘What’s Your Way’ emphasises on co-creation and fun. JWT is the creative agency behind the campaign.

Commenting on Pepsi’s new initiative, Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India, said, “Pepsi has always been synonymous with youthfulness, a ‘Can Do’ attitude and ‘Dare for More’ spirit. With the newest campaign, ‘What’s Your Way’, Pepsi aims to take engagement a notch higher by starting a dialogue with youngsters, thereby becoming a part of their conversations.”

“Today, many brands are vying for a share of mind in the youth mind space. With our new programme, Pepsi will attempt to reinforce the equity it enjoys amongst youngsters,” he added

.

The campaign is all about connecting with the youth in their own space. Whether it is engaging with the 30 million youth on the Internet, co-creating with the 6-odd million youngsters on social networking sites, or connecting with 250 million youth on their mobiles, the What’s Your Way!’ campaign, is a conversation between the youth and Pepsi in a fun environment. The campaign targets youths in cities like Delhi and the NCR, Chandigarh, Patiala, Kota, Lucknow, Kanpur, Chennai, Bangalore, Cochin, Manipal, Kolkata, Mumbai and Pune.

Pepsi has introduced applications such as the “whack-o-meter” on Facebook. With ‘My Radio, My Way’, Pepsi will create a mobile radio studio, which will go to campuses, from where the young crowd can play the music that it likes.

Four Youngistaanis who top the Whack-O-Meter can win the chance to appear on the limited edition Pepsi ‘My Can’. One month’s supply of Pepsi and Rs 5,000 worth of free SMS and talk time are on offer daily for the ‘Youngistaani of the Day’. Participants can also win ‘What’s Your Way’ mobile ringtones and free talk time. Pepsi aims to give consumers more than Rs 20 lakh worth of free talk time.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.