Pepsi’s new positioning high on the ‘Youngistaan’ brigade

Pepsi’s new positioning high on the ‘Youngistaan’ brigade

Author | Abhinav Mohapatra | Wednesday, Jan 30,2013 8:16 PM

Pepsi’s new positioning high on the ‘Youngistaan’ brigade

To catch the pulse of the youth of the nation, PepsiCo has launched a new campaign that portrays the ‘impatience’ of the so called ‘youngistaan’. The new brand positioning ‘Oh Yes Abhi’, in sync with the brand philosophy of Pepsi, targets the youth.

The brand claims that it is the start of a new path and will be showcasing a series of innovative initiatives to engage with its target audience over the year.
Deepika Warrier, VP, Marketing Beverages, PepsiCo India said that the new positioning is all about the impatient youth, who believe in making the most of the moment and therefore wants action ‘right now!’.

“‘Oh Yes Abhi’ translates into live for the present, ‘now’ is the time to bring about a change; ‘now’ is the time to take action and many such sentiments synonymous to the young generation today. Our latest campaign illustrates all this and much more in a quintessential irreverent Pepsi package,” she shared.
Celebrity endorsers such as Ranbir Kapoor and Mahendra Singh Dhoni, who have earlier been associated with the beverage brand, have been roped in for the campaign. The upcoming commercial, scheduled to go on air on February 1, portrays Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra in their moments of impatience.

The creative agency behind the campaign is JWT, digital is being handled by Jack in the Box and Mindshare is the media planning agency roped in for the campaign.

Surjo Dutt, Executive Director, JWT said that  the  film not only captures the stars in their impatient avatars, but also shows many moments from the everyday lives that exemplify the belief of ‘now’.

The commercial shows Ranbir Kapoor impatient to go and eat ‘pani puri’ coupled with his Pepsi in midst of a traffic jam, Priyanka Chopra impatient to go and perform on stage and MS Dhoni impatient to celebrate after winning the World Cup.

“By anticipating the pulse of the nation ahead of the curve, Pepsi yet again establishes itself as a trend setting brand,” said Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration), PepsiCo India. He further said that ‘Oh Yes Abhi’ reiterates the hunger for impatience seen in the youth today and brings it alive in a revolutionary format. “This campaign is a great combination of impatience of the cola and impatience of youth presented in a grand manner,” he added.

The brand has always targetted the youth brigade with positioning such as ‘Yehi Hai Right Choice Baby’, ‘There is Nothing official About it’, ‘Yeh Dil Maange More’, ‘Yeh Hai Youngistaan Meri Jaan’, ‘IPL, Na Tameez’, ‘Change the Game’ and with ‘Oh Yes Abhi’, it retains its core value of being a brand young at heart.

The ‘Oh Yes Abhi’ initiative will engage audiences through large scale ATL communication activities, claims the brand. A mix of radio, on-ground and outdoor will be used to promote the latest positioning. The brand will also use Facebook and Twitter as a part of its digital strategy. Battiwalla shared that the focus will be more on television, followed by digital and then dynamic OOH banners.

Only time will demonstrate the kind of impact the campaign will make among the audience and on IPL…all eyes on February 1 when the campaign goes live.

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