Top Story


Home >> Advertising >> Article

Pepsi creates ‘Wow’ anthem for Youngistaanis; to co-create music video

Font Size   16
Pepsi creates ‘Wow’ anthem for Youngistaanis; to co-create music video

Following its latest campaign creating the ‘Wow’ factor, Pepsico India has now taken the concept forward with a ‘Wow anthem for Youngistaanis. This anthem proposes to be ‘of the youth’, ‘by the youth’ and ‘for the youth’ and has been implemented through extensive radio activation in partnership with Radio Mirchi.

The cola major now plans to extend this anthem by co-creating a music video.

As youngsters donned the role of lyricist, sharing what ‘Youngistan Ka Wow’ means to them, musical duo Vishal-Shekhar gave the anthem a catchy background score. The anthem was launched as part of extensive radio activation across 23 cities, where Pepsi invited youngsters to share their thoughts through interesting words, descriptions and phrases on what ‘Youngistan Ka Wow’ means to them.

Commenting on Pepsi’s initiative, Sandeep Singh Arora, EVP-Marketing, Cola, PepsiCo India, said, “Pepsi’s latest baseline – ‘Youngistan Ka Wow’ – is the voice of the youth resonating their unique ideas, opinions, attitudes, knowledge and actions. It is a feeling that is racing through every youthful nerve in the country today. The anthem celebrated the audacious self belief of the youth who are go-getters, making things happen their way.”

The brand new communication of ‘Youngistan Ka Wow’ and the anthem will be supported by ATL activities, digital campaigns, with new engagement modules involving both online and on-ground activities.

Tags PepsiCo India Pepsi Radio Mirchi

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular