With major cola and juice drink brands embarking on an advertising blitz, how can the leader stay behind? Pepsi is unveiling its new brand campaign for 2008 on February 18, and the campaign features the recently signed on ambassadors Ranbir Kapoor and Deepika Padukone, along with old favourite Shah Rukh Khan for the first time.
The new campaign will emphasise on Pepsi’s association with youthfulness, irreverence, and dare for more spirit. JWT is the creative agency behind the campaign and is the brainchild of the agency’s Executive Creative Director, Soumitra Karnik. The campaign will break on all news and entertainment channels.
The campaign aims to coin a new phrase ‘Youngistaan’, to re-emphasise on Pepsias the brand for the new generation. According to the campaign, Youngistaan is not a place, it is an attitude. As the name suggests, it represents a world of the youth, where the young generation likes to be in control. It brings forward their never failing attitude, their desire to take on challenges and the power to turn things around.
Punita Lal, Executive Director-Marketing, PepsiCo India, said, “The Youngistaan idea captures the energy, excitement and irreverence of the young confident India. This is a big idea that Brand Pepsi will leverage to connect with a whole new generation. We are confident that the expression ‘Yeh hai Youngistaan meri jaan’ will resonate very well with the Indian youth. It speaks their emotion, in their language.”
Sandeep Singh Arora, Executive Vice President-Marketing, Cola, PepsiCo India, said, “Only Pepsi as the leader of youth values has the scale and guts to brand this generation. To celebrate their attitude and their achievements and give them a rallying cry to go out and make things happen – ‘Yeh hai Youngistaan meri jaan’. The re-launch will also allow the brand to reconnect with young consumers like never before.”
Hari Krishnan, Vice-President, JWT, said “Youngistaan is a feeling that is racing through every youthful nerve in the country today. Brand Pepsi will simply tap this energy and help the youth express this emotion. The expression ‘Yeh hai Youngistaan Meri Jaan’ is simple, lighthearted and versatile in true Pepsi style. Fans of Pepsi can look forward to some really exciting stuff across various touch points.”
“The mega re-launch is being supported by 360-degree activation across television, radio, outdoor, modern trade, web and wireless. The campaign will begin a dialogue with its consumers by unbottling their imagination of what Youngistaan means to them. After the TVC, we will be breaking the radio campaign, OOH, on-ground events, etc,” added Krishnan.
Speaking about his interpretation of Youngistaan, brand ambassador Ranbir Kapoor said,” I am young, I believe in myself. I have dreams and I chase them. This is what Youngistaan means to me – it is a way of being, it’s an attitude. In Youngistaan, I work really hard, but I party harder too. Trust me, in Youngistaan somewhere something incredible is waiting to be known.”
According to Deepika Padukone, “Youngistaan is about making choices and where life has endless possibilities. As part of being a Youngistaani, it’s not about where I am, but about thinking fun, thinking big. It’s about just being yourself and being confident.”
And what does Youngistaan mean to the 40-plus SRK? “Youngistaan to me is a state of feeling young at heart. The first aspect of being a part of Youngistaan or having that state of heart is to believe that the best gift in life is life itself. I think, you need to be successful, work hard, spread happiness and live life to the fullest,” was SRK’s reply.
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