New Delhi, 19 October 2009: You've just banged up your dad's car! Your parents come home to find you getting cozy with your date!! Do these situations sound familiar? But the solutions need not, as Pepsi gets set to launch the Pepsi "What's Your Way?" campaign where Youngistaan gives cool solutions to tricky day to day situations which often land them in a fix.
So what is so different about this campaign? It's all about connecting with Youth in their own space. Whether it is engaging with the 30 million youth on the internet, co-creating with the 6-odd million youngsters on social networking sites, or connecting with 250 million youth on their mobiles, the "What's Your Way!' campaign, is a conversation between the Youth & Pepsi in an environment where they are most comfortable.
But what's in it for "Youngistaan'? Youngistaanis compete for the cool quotient online, by testing their cheek and wit to solve for tricky situations presented to them. Pepsi gives the 4 coolest Youngistaanis (with the highest votes) a chance to appear on the Pepsi "My Can'. What's more, everyday one youngster gets a chance to become the "Youngistaani of the Day' entitling them to a month's supply of free Pepsi and Rs.5,000 as SMS talk time. Participants can also win "What's Your Way' ringtones, and free talk time. Overall, Pepsi aims to give consumers more than Rs. 20 lakh worth of free talk time.
Commenting on Pepsi's new initiative, Mr. Sandeep Singh Arora, Executive Vice President - Marketing, Cola, PepsiCo India said, "Pepsi has always been synonymous with youthfulness, a "Can Do' attitude and "Dare for More' spirit. With Pepsi's newest campaign-"What's Your Way', Pepsi aims to take engagement a notch higher by starting a dialogue with youngsters, thereby becoming a part of their conversations."
"Today many brands are vying for share of mind in the youth mind space." With our new programme Pepsi will attempt to reinforce the equity it enjoys amongst youngsters" he further added.
According to Pepsi's brand ambassador – Ranbir Kapoor, "Pepsi has always been the voice of Youngistaan echoing their dreams and aspiration. With "What's Your Way!', Pepsi brings alive relatable situations which each one of us are familiar with and challenges us to gives the most whacky and cool responses. This campaign will surely have every youngster vying to be on their Pepsi "My Can'".
How does one participate? Consumers purchase a "My Can" or Pepsi 600ml PET label, check out the tricky situations on them, write in cool and whacky solutions to and send them through a SMS to or by calling 9004422222. Consumers can also participate by logging on to youngistaan.com or by visiting Facebook, Orkut and Twitter profiles.
This exciting promotion stretches beyond the confines of traditional media, extending beyond TV to radio and digital, with new engagement modules – online and on-ground. The aim is for Youngistaanis to interact with the idea and even co-create their own situations, while having a lot of fun through applications such as the "whack-o-meter" on Facebook ( for consumers it will go live from 25th October 2009 onwards). With "My Radio, My Way', Pepsi will create a mobile radio studio which will go to campuses, from where Youngistaan can play the music it likes – their way
Aimed at youth, the campaign targets cities like Delhi & NCR, Chandigarh, Patiala, Kota, Lucknow, Kanpur, Chennai, Bangalore, Cochin, Manipal, Kolkatta, Mumbai and Pune. So get set to top the Whack-O-Meter by answering "What's Your Way'!
PepsiCo entered India in 1989 and has grown to become the country's largest selling food and Beverage Company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group's 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo's Frito Lay snack division has 3 state of the art plants. PepsiCo's business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
Mrinall Kanti Dey
General Manager - Corporate Communications