Campaign details
Brand: PepsiCo India Pvt. Ltd.Agency: Leo Burnett IndiaRegion: APAC
Strategy
Objective
Since this was a launch campaign, our main objective was to build awareness, gain market share and build on spice flavour.
Target Audience
This was our first year of the campaign. While we had everything Indians love – a hot celebrity and an even hotter chip – so did every other category player. Celebrities and influencers endorsing spicy snacks on taste codes are neither new nor special in the country. Brands leveraging spice through physical manifestations like tears and sweat and families bonding over...