Pepsi brings ‘Swag is permanent’ anthem for college-goers

This DU admission season the brand has given its ‘Har Ghoont Mein Swag’ a new twist with ‘Cut off is temporary and Swag is permanent’

e4m by exchange4media Staff
Updated: Jul 1, 2019 7:50 AM

Temperatures are on the rise across North and South Campus of Delhi University as the cutoffs for this year’s academic session are yet to be declared. With over 3 lakh registrations for 62,000 seats across 90 colleges in the University, 18 year olds across the country experience a range of emotions as they wait for the cut offs to be announced.

With this in mind, brand Pepsi® is urging college-goers to add a new word to the dictionary this admission season – SWAG.

The brand will become a part of their lives with a single, empowering philosophy – CUT OFF IS TEMPORARY AND SWAG IS PERMANENT.

Pepsi has introduced a series of engaging new creatives across digital and on ground, which bring alive this philosophy and reinstate the brand’s proposition of ‘Har Ghoont Mein Swag’.

Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India, said, “Every year in India, the most important life event for an 18 year old is college admissions and students across the country are waiting with bated breath the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. As a brand¸ PEPSI® has always resonated with the voice of today’s generation and we understand that the ongoing admissions season is something that the youth are heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful. With the ‘Har Ghoont Mein Swag’ campaign, PEPSI® will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘Cut Off Is Temporary and Swag is Permanent.”

Bollywood actor Tiger Shroff, and rapper Badshah have also joined the brand as it asks students to follow their passion and let their SWAG do the talking.

Badshah said, “I was an all-rounder at school and loved studying through college as well. In fact, not many people know but I have worked as a civil engineer in the past. But throughout my life there was only one thing that gave me pure joy, and that was music. It’s all about believing in yourself and carrying yourself with ‘swag’.




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