Taking the brand idea, Youngistaan, forward, Pepsico India has unveiled a new campaign with a refreshed tagline, ‘Youngistaan ka Wow’.”
Hari Krishnan, executive business director, JWT Delhi said, “The new campaign celebrates the spirit of Youngistaan – their audacious self belief. The confidence with which youth challenge convention and overcome obstacles in their way and get what they want. ‘Wow’ stands for two things: firstly, the 'Wow' refreshment and magic of Pepsi Cola, and the 'Wow' impact created by Youngistaan in the world around them.”
The film is about Ranbir Kapoor and his Pepsi, which gets hijacked by the President's bodyguards. The storyline revolves around how Kapoor effortlessly outsmarts the security officials and gets his Pepsi in the end.
Watch the TVC and the making of the commercial, below.
The spot is shot by Bang Bang Films and directed by Cannes award-winning creative duo, Nic and Sune, from UK and Norway, respectively. “It was very exciting to shoot an Indian spot in LA. There is no better equipped film production city in the world,” said Roopak Saluja, managing director/executive producer, Bang Bang Films.
Launched as a part of an extensive radio activation spread across 23 cities, Pepsi invited youngsters to share their thoughts through interesting words, descriptions and phrases on what “Youngistaan ka WOW” means to them. The jingle, thus, created has been launched as ‘Youngstaan ka Wow’s’ anthem.
Said Sandeep Singh Arora, executive vice president – marketing, Cola, PepsiCo India said, “Pepsi’s latest baseline “Youngistaan ka WOW” is the voice of the youth resonating their unique ideas, opinions, attitudes, knowledge and actions. It is a feeling that is racing through every youthful nerve in the country today. The anthem celebrates the audacious self-belief of the youth who are go-getters, making things happen their way. “
Project: Youngistaan Ka Wow
Creative Agency: JWT Delhi
Executive Creative Director: Soumitra Karnik
Creative Director: Charu Chhitwal
Client Servicing: Amit Wadhwa
Production House: Bang Bang Films
Directors: Nic & Sune
DOP: Simon Hawken
Produced by: Roopak Saluja, Kirk Dias & Amarjeet Kaur
Post-Production Studio: Pixion
Music: Ram Sampath
Editor: Harshal Thakur
Watch other 'Youngistaan' campaigns: