Taking the Youngistaan concept forward, Pepsi India has unveiled the next stage of the campaign with an aim to build the meaning of the term, by bringing alive different issues surrounding the Indian youth.
In the first half of 2008, Pepsi had launched two TVCs that introduced the irreverent concept of 'Youngistaan' and its core philosophy – Chaho Toh Sab Kuch Hai Aasan. The Cola major also ran an MS Dhoni IPL TVC which highlighted the same brand concept.
This new Youngistaan TVC emphasizes the need for passion and thirst for life to chase one's dreams and be successful. "We identified one big youth issue as the conventional attitude towards education and careers," explains Hari Krishnan, vice president and client services director, J Walter Thompson. "The Youngitsaan perspective on this issue is not exactly a defiant counterpoint. The youth agrees that there is no substitute to hard work. However, the need is to work hard on your passion, no matter what it is. And the choice of that career need not be limited by society or convention."
The 45-second TVC features Dhoni, the poster boy of Youngistaan, who recalls the day when he confronted the uncomfortable truth of poor results in Math, but also realised the need to study well in order to have a good future.
In his words, he goes on to relate the story of his new resolve to study hard. The only difference being the subject of study - and that happened to be cricket. In his passionate study, he read pitch, the minds of his opponents and his team mates. And the hard work paid off in the form of a T20 World Cup. "Padhaai chaahe kuchch bhi ho...pyaas honi chhahiye" he says, summing up the Youngistaan point of view.
The commercial also features S Sreesant, Rohit Sharma and Robin Uthappa.