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.