New Delhi, 15 February, 2008: Pepsi, the brand that stands for its youthfulness, irreverence, and dare for more spirit, is introducing its new campaign for 2008.
Pepsi has always introduced new youth expressions as part of its campaign launches. Popular Pepsi lines have reflected the young generation's attitude and values besides standing for an irreverent point of view.
Today, the Indian youth are in control of their lives. They want to create the lives they want to live. They want to be successful but not necessarily by following conventional careers but by doing the things they enjoy. The new campaign attempts to capture not only the youth attitude of today but also the great sense of optimism, success and buzz about India and the Indian youth.
With the new campaign thought of "Youngistaan" Pepsi will brand this new generation. Youngistaan is not a place, it is an attitude. As the name suggests, it represents a world of the youth, where the young generation likes to be in control. It brings forward their never failing attitude, their desire to take on challenges and the power to turn things around.
This new Pepsi expression will be launched in Pepsi's all new campaign of 2008 which will see three Pepsi brand ambassadors - Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone in a refreshing new light. The first of this zestful campaign will break on Feb 17 2008 and is summed up beautifully through its catchy tagline - 'Yeh hai Youngistaan Meri Jaan'.
While Pepsi's Youngistaan is set to rock the entire nation in its very own style, there is so much more to it that is bound to create unlimited excitement amongst young consumers and Pepsi fans!
Punita Lal, Executive Director (Marketing), PepsiCo India, said, "The Youngistaan idea captures the energy, excitement and irreverence of the young confident India. This is a big idea that Brand Pepsi will leverage to connect with a whole new generation. We are confident that the expression 'Yeh hai Youngistaan meri jaan' will resonate very well with the Indian youth. It speaks their emotion, in their language."
Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, "Only Pepsi as the leader of youth values has the scale and guts to brand this generation. To celebrate their attitude and their achievements and give them a rallying cry to go out and make things happen. "Yeh hai Youngistaan meri jaan"
"The re-launch will also allow the brand to reconnect with young consumers like never before."
Hari Krishnan, Vice President, JWT, said "Youngistaan is a feeling that is racing through every youthful nerve in the country today. Brand Pepsi will simply tap this energy and help the youth express this emotion. The expression 'Yeh hai Youngistaan Meri Jaan' is simple, lighthearted and versatile in true Pepsi style. Fans of Pepsi can look forward to some really exciting stuff across various touch points".
Speaking about his interpretation of Youngistaan, Ranbir Kapoor, the newly appointed brand ambassador of Pepsi said," I am young, I believe in myself. I have dreams and I chase them. This is what Youngistaan means to me - it is a way of being, it's an attitude. In Youngistaan I work really hard, but I party harder too! Trust me, in Youngistaan somewhere something incredible is waiting to be known".
Deepika Padukone, the fresh new face of Pepsi said, "Youngistaan is about making choices and where life has endless possibilities. As a part of being a Youngistaani, it's not about where I am but about thinking fun, thinking big! It's about just being yourself and being confident".
Long time Pepsi brand ambassador Shah Rukh Khan said, "Youngistaan to me is a state of feeling young at heart! The first aspect of being a part of Youngistaan or having that state of heart is to believe that the best gift in life is life itself. I think you need to be successful, work hard, spread happiness and live life to the fullest. Yeh hai Youngistaan meri jaan".
The mega re-launch is being supported by a 360 degree activation across television, radio, outdoor, modern trade, web and wireless. The campaign will begin a dialogue with its consumers by unbottling their imagination of what Youngistaan means to them.
Director - Corporate Communication
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Mrinall Kanti Dey
General Manager - Corporate Communications
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