National, 01 May, 2008: Pepsi, the brand that stands for its youthfulness, irreverence, and dare for more spirit, has unleashed the spirit of 'Youngistaan' across the country with its 360 degree activation. To add weight behind the second 'Youngistaan' TVC featuring Ranbir Kapoor and Deepika Padukone, are a host of exciting initiatives designed to enthuse "Youngistaanis": like never before. Right from the 'Youngistaan Cool Maal' under the crown promotion to exciting activations across on ground, radio, Television and web, Pepsi is creating a stir on in the Market place.
Ms. Punita Lal, Executive Director (Marketing), PepsiCo India, said, "The promotions built around the 'Youngistaan' campaign strive to achieve active youth engagement by providing differentiated communication. Through the application of unique, creative routes, we are confident of strengthening our connect with the youth and build on the expression of 'Yeh hai Youngistaan meri jaan".
The sequel to the first ad with Ranbir and Deepika is currently on air, and takes the concept of Youngistan even deeper. Set in a college canteen, the ad brings out the 'Youngistaan' school of thought of "Chaho Toh Sab Kuch Hai Aasan". The discussion begins with friends teasing Ranbir about his escapade with Deepika's on screen brother - Shah Rukh Khan -in a bid to get his Pepsi. Ranbir responds by noting how the `'Youngistaan'' spirit has the power to go beyond the expected to achieve what you want! Directed by Imitiaz Ali of ``Jab we Met fame'', the Creative Director of the commercial is JWT's Soumitra Karnik.
On ground, Pepsi had kick started its 'Youngistaan' promotion across 62 Pizza Hut outlets across the country, where consumers could use the "Youngistaan Card" to avail offers at each Pizza Hut. Visitors to these outlets could also sms their interpretation of ''Youngistaan'' and voila! - their definition along with their name flashes on a screen placed inside the outlet for everyone to see. A similar activation was run in 24 leading PVR Cineplexes where visitors give their interpretation of ''Youngistaan'' and the recorded footage was screened in the Hall.
MTV Wassup - the Voice of Youngistaan -Pepsi has partnered with the youth channel to provide a platform for the youth to air their opinions on the latest news. This path-breaking show with its Youngistaan bulletins run on the channel everyday.
Pepsi has partnered with Red FM's popular show "Chavani Athani" that has a dedicated, full 10 minute slot wherein listeners can call in and describe what ''Youngistaan'' means to them. The best slogans are made in Ads and run on the channel for the day
"Youngistaan'' ka daily dose', a syndicated column across leading newspapers also carries the spirit of ''Youngistaan'' through catchy phrases full of attitude. A young student had this to say about Youngistaan, "In Youngistaan, we wear our attitude on our sleeves."
Young consumers who are always on the go can sms their `attitude' by defining what 'Youngistaan' means to them or even visit the 'Youngistaan' website from their cell phones to rate statements made by others!
Commenting on Pepsi's Youngistaan initiatives, Mr. Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, "Youngistaan is almost a currency for today's generation to speak their mind and display their attitude. Today's Youngistaani's are go getters, irreverent, cheeky and are true ambassadors of Pepsi. We hope that our engagement platforms will help strengthen our connect with the youth".
'Youngistaan Cool Maal' under the crown promotion: This exciting promotion offers Pepsi lovers a chance to win cool and exciting prizes on the purchase of a 200ml or 300ml Pepsi glass bottle. To participate in the promotion, consumers have to pop open their favourite bottle of Pepsi and look under the crown for exciting prizes. The promotion has seen its first few winners with Mr. Pramod Kumar from Fatehpur Sikri, Agra and Mr Luvkush Ramcharan Singh from Meerut who have won a snazzy Bajaj Avenger bike each. In 'Youngistaan Cool Maal' promotion, consumers stand a chance to win lots of cool 'Youngistaan' Premia such as X Box Game consoles, mobile phones, cool Sunglasses; special edition 'Youngistaan' CDs, Bajaj Avenger Bikes, funky Ring Tones etc. The promotion ends on April 30th 2008.
Besides so much already happening around 'Youngistaan', Pepsi has also painted the town blue through branding in modern trade outlets, Volvo luxury buses, bus shelters and mega hoardings.
Director - Corporate Communication
Tel: 0124 - 2357077 / 2880606
Mrinall Kanti Dey
General Manager - Corporate Communications
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