Campaign details
Brand: PepsiBrand owner: PepsiCoLead agency: Mindshare IndiaCountry: IndiaIndustries: Carbonated soft drinksMedia channels: Mobile & appsBudget: Up to 500k
Executive summary
Indian cuisine is a complex amalgamation of ethnicities, geographies and local tastes. When Pepsi decided to relaunch in India as the perfect food accompaniment, it needed to connect to individual food preferences – a tall ask in a country of 1.2 billion people.
With food habits that change every 200km, the one thing that unites the country like nothing else is India's railways.
India is...