Top Story

e4m_logo.png

Home >> Advertising >> Article

Pepsi embarks on 'What's Your Way' campaign

21-October-2009
Font Size   16
Share
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

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve