Campaign details
Brand: PepsiAgency: Mindshare India
Strategy
Objective
Traditionally, Pepsi has been a challenger in carbonated soft drinks category in India and faces stiff competition from other cola brands (Coke and Thums Up). This category is mostly consumed by youth, a target group which constitutes of half of India's 1.3 billion population. As a brand, Pepsi's key challenge was to constantly connect with this audience, in spite of a multitude of brands who were vying for the target group's attention.
With a clear task of increasing penetration, Pepsi needed to up its game by tapping potential audiences....