Said Sandeep Singh Arora, executive vice president - marketing, Cola, PepsiCo India, “Within a short time, ‘Youngistaan’ has become a term that encapsulates today’s youth - it speaks their language and reflects their attitude, thoughts and aspirations. Through the TVC and the campaign line of ‘My Pepsi, My Way’, Brand Pepsi is provoking the youth of today to take on any situation and use their mental smarts to effortlessly find their way through any given situation.”
Hari Krishnan, executive business director, JWT, said, “Pepsi’s new campaign has also been devised keeping the youth at the centre. The objective is to reflect yet another facet of today’s youth. The campaign drives in from an insight true of all youngsters today – the fact that they are opportunity grabbers, who find their own way to get what they want in life. They want things their way, in an easy and effortless manner, and are smart enough to get what they want. It thus builds on today’s dominant Indian youth value of ‘audacious self belief’.”
The film showcases the mental smarts of some young fisher boys and their cool, winning attitude, set against a large canvas of Kerala. The plot revolves around how a bunch of young kids take on celebrities to beat them at their own game, in order to get their Pepsi. “This reinforces the creative thought that in Youngistaan, youth get what they want in their own, unmatched way,” added Krishnan.
The campaign has been directed by Prasoon Pandey and produced by Cyrus Pagdiwallah of Corcoise Films.