“Jaisa Mood, Waisi Pepsi”
New Delhi, 14 March, 2016: As a brand that has always been on the cutting-edge of culture and the voice of new generations, Pepsi® continues its campaign to spark unexpected conversations and action around the world with today’s truly global language – emojis. The global #PepsiMoji campaign launches today in India with “Jaisa Mood, Waisi Pepsi.”
Vipul Prakash, Vice President, Beverage Category, PepsiCo India said, “With two billion global smartphone users sending six billion emojis daily, we’re thrilled to have our iconic brand bring a unique take to this truly global phenomenon. ‘Jaisa Mood, Waisi Pepsi’ will come to life in the real world in the most unexpected ways, moving beyond the digital world into the physical world. Emojis have always been expressions of moods & emotions, now Pepsi can be used to express what you are feeling! This campaign is sure to excite our consumers this summer, and make them reach out to grab their Pepsi.”
The PepsiCo Design & Innovation Center created hundreds of PepsiMoji designs for a universal language system proprietary to the brand. In India, consumers will be able to find 38 PepsiMoji designs, including eight designs that reflect the unique nature of India and the Indian consumer – from the traditionally Turbaned man, the quintessential lunch dabba and popular snacks like dosas and samosas, to musical instrument Tabla and celebrities like Virat Kohli and Ranbir Kapoor.
The conversation starting and socially sharable PepsiMoji designs can be found across the Pepsi product portfolio, including Pepsi and Diet Pepsi. A custom PepsiMoji keyboard with hundreds of PepsiMoji designs for mobile and social use will be available April 1st for free download on the Apple App and Google Play stores.
Beyond packaging, the brand is creating an entire PepsiMoji ecosystem, with an exciting, fully integrated “Jaisa Mood, Waisi Pepsi” marketing campaign to support the India launch. The PepsiMoji campaign will debut on pitch mat and perimeter boards of the ICC World Twenty20, with a PepsiMoji fan-army driving excitement around the games and cricket ground like never before.
To add to the excitement, consumers can win prizes that match the mood of the PepsiMoji
design found on their PET bottles. For example, will offer consumers a couples trip to Paris
or a date with Ranbir Kapoor, while can win them a trip to Ibiza. The PepsiMoji campaign will also have a strong 360 amplification that includes engaging digital, visually striking outdoors and immersive retail.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across the country. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
For further details, please contact:
Mob: +91 +91 9810776182
Anita Sahoo / Kriti Bhargava
Mob: +91 9811664667 / +91 9899787950