Pepsi to launch ‘Har Ghoont Mein Swag’ campaign

Pepsi to roll out 360-degree marketing plan; TVC launched on Feb 22

e4m by exchange4media Staff
Published: Feb 25, 2019 5:52 PM  | 3 min read

Pepsi is set to launch its new campaign ‘Har Ghoont Mein Swag’ this summer. Speaking on this campaign, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India, said, “Pepsi is a brand which has always resonated with the voice of today’s generation. This summer PEPSI is acknowledging and celebrating a word that defines today’s millennials’ – SWAG. ‘Har Ghoont Mein Swag’ is all about living in the moment, seizing new, interesting opportunities and doing it all with swag. The new campaign is a progressive approach to truly reflect the self-belief of today’s generation.” 

According to Senthil Kumar, Creative Chief at Wunderman Thompson, “Pepsi has always been the cult brand that creates and curates culture for the young and the restless with every new campaign and the result has always been popular content that echoes the self-belief and celebrates the self-confidence of youth. This new generation is armed with self-belief and Swag, read as effortless cool, in every step of their individual and collective journeys. They don’t hesitate to stand up for what they believe in and stand out because they right the wrong themselves, not waiting for course correction from others. This Summer, Pepsi celebrates this bubbling self-belief and sizzling Swag of India’s young with the campaign “Har Ghoont Mein Swag“. And when this spirit of self-belief leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful Swag.”

Pepsi will roll out a 360-degree marketing plan, which began with the launch of a TVC on February 22. The TVC takes on arbitrary rules the way India’s youth is taking them on - with swag.

The TVC sees a whole bunch of college students standing in outrage in front of the notice board, because the principal has put up a notice announcing a compulsory dress code –  ‘NO CAP, NO JACKET, NO T-SHIRT, NO JEANS’. One student decides to take matters into his own hands, takes a swig of his PEPSI, takes centerstage, and announces his support for the principal’s decision. Following the instructions on the board to the T – saying NO CAP as he takes the cap off, NO JACKET as he takes his jacket off, NO T-SHIRT as he takes his T-Shirt off. He is just about to follow the mandate of NO JEANS when the principal stops him, pulls off the notice and storms off. The entire college cheers as the protagonist celebrates with a ‘Ghoont of SWAG’, taking a swig of his chilled bottle of Pepsi. 

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