Pepsi has rolled out its summer campaign which looks to celebrate the millennial swag.
Conceptualised by Wunderman Thompson, the campaign consists of a film set in a college. It shows a group of college students protesting a new dress code in front of their principal. One of them, while sipping on Pepsi decides to take the protest a notch further. He stands by the principal and says that if the principal has taken the decision, then the children must stand by it. He hands his bottle of Pepsi to the principal and starts taking out his cap, jacket, and t-shirt. Just when he's about to take his jeans out, the principal pulls out the notice and storms off. The film ends with a super which reads, 'Har ghoont mein swag' (swag in each sip).
Tarun Bhagat, director-marketing, Hydration and Cola, PepsiCo India, said, “Pepsi is a brand which has always resonated with the voice of today’s generation. This summer Pepsi is acknowledging and celebrating a word that defines today’s millennials’ – swag. ‘Har Ghoont Mein Swag’ is all about living in the moment, seizing new, interesting opportunities and doing it all with swag. The new campaign is a progressive approach to truly reflect the self-belief of today’s generation.”
Senthil Kumar, CCO, Wunderman Thompson, said, “Pepsi has always been the cult brand that creates and curates culture for the young and the restless with every new campaign and the result has always been popular content that echoes the self-belief and celebrates the self-confidence of youth. This new generation is armed with self-belief and swag, read as effortless cool, in every step of their individual and collective journeys. They don’t hesitate to stand up for what they believe in and stand out because they right the wrong themselves, not waiting for course correction from others. This summer, Pepsi celebrates this bubbling self-belief and sizzling Swag of India’s young with the campaign 'Har Ghoont Mein Swag'. And when this spirit of self-belief leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful swag.”
The campaign also sees Pepsi's branding on bottles and cans getting a new 'swag' logo.
Creative agency: Wunderman Thompson
Senior VP and managing partner: Varun Channa
Chief creative officer: Senthil Kumar
Creative team: Priya Shivkumar: Udayan Chakravarty, Dushyant Chopra, Deepak Thammaiah
Account management: Jaibeer Ahmad, Sakshi
Planning team: Mythili Chandrasekhar, Atishi Pradhan, Arnab Datta Chaudhuri
Production house: Pari Films
Producer: Shahzad Bhagwagar
Director: Vivek Kakkad