Ravindra Kumar Roll No.-105 B PepsiCo’s Youngistaan Campaign.

Indian Soft Drink Market 15% 85%

Pepsi’s current and past advertising campaigns have been successful in targeting yrs olds through using type A & B celebrities, music,humor,sex appeal and the Internet. Thesis

About About

PepsiCo is a world leader in convenience foods and beverages. Its world renowned brands are available in nearly 200 countries and territories. PepsiCo entered the India market in 1989 and ads have been directly targeted at the youth, right from the beginning. PepsiCo India and its partners have invested more than U.S.$700 million since the company was established in the country in 1989.

PepsiCo Profile Founded by Caleb Bradham Revenues in 2007 is more than $39 billion. It has more than 185,000 employees across the world. CEO : Mr.Sanjeev Chadha. Headquarter in India – Gurgoan

Products

Advertising Strategy of Pepsi Pepsi’s target audiences are mostly teen and young adults between ages group and their advertising reflect this in every possible way. The advertising strategy includes cool, hip promos to attract more of the target audience. The ads are creative and having lots of elements in it like sports and music other then bollywood.

Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc. Cont… Pepsi understand the Indian consumer weakness and then in 2003 during the World Cup launched ‘Men in Blue’ campaign. Again strike on Indian consumer in 2007 by launching ‘The Blue Billion’ campaign.

Some of Pepsi’s successful Campaigns

Yeh Dil Maange More

Bubbly Campaign

About Youngistaan The youngistaan ad for brand Pepsi released in early 2008 featured the upcoming stars of Bollywood Ranbir Kapoor and Deepika Padukone along with Bollywood badshah SRK. The brand expert JWT felt that the ad was PepsiCo’s yet another significant attempt at capturing the attention of the youth. JWT targeted through youngistaan campaign not only youngster but also those who were young at heart.

Youngistaan T.V. advertisement

Advertisement agency for youngistaan JWT ( J Walton Thomsen) ranks as the largest advertising brand in the U.S. and fourth largest full service in the world. It is one of the leading advertisement agencies of India that has created several trendsetting advertisement for PepsiCo.

Competitor’s for Youngistaan Competitor’s for Youngistaan

Competition for Pepsi has always come from its arch rival Coca-Cola. Coke kept up with Pepsi’s youngistaan by launching a campaign Jashan Mana Le staring Hrithik Roshan. Sprite, a subsidiary of Coco-Cola company has also launched an ad campaign called “Hindustan”, mocking the Pepsi’s “Youngistan” campaign.

Conclusion PepsiCo has come up with innovative advertising campaigns that have gone on to become trendsetters. Pepsi has always aimed to connecting with the youth by introducing initiative that capture the pulse of the audience. It’s targeted young audiences in another cool, funky way by launching youngistaan advertisement and it will continue in future.