Young + Hindustaan = Youngistaan
I think one of most successful campaign’s of PepsiCo. Pepsi has always strived on brand associations – be it Michael Jackson or Shah Rukh or the latest star Ranbir. They made a big move by even chucking out Shahrukh from this youngistaan campaign later, but at this time, they showed the transition of the brand from Shah Rukh to Ranbir & Deepika who are young and the “heart throb” of the new generation ( at that time).
This Ad specifically targets young audiencies especially from metro, urban / semi-urban. They backed it up with Wassup Youngistaan – a show by Bani from MTV. Ofcourse, this was specifically for metro & tier-I city young audiences.
It is a clear positioning of pepsi – that it is for young generation – the idea is as old as Pepsi. You can refer to Michael Jackson’s Pepsi Ad – similar positioning – only that it shows younger audiences – kids around 10-15. I think Pepsi is clear, if it can rope in even the younger audiences from 15-30 years in India, there is very high potential for the brand. Hence, I think reiterating this positioning.
Pepsi’s slogans are very catchy – right from “Yehi hai right choice baby .. aha ” , “Yeh Dil Mange More ..” to “Yehe Youngistaan Meri Jaan”.
If you compare Pepsi Ad to Coke Ad, Pepsi is more for the aggressive, vibrant , young while coke is for the family oriented types.
Coke came back strongly at this Ad with its Sprite Ad – Very funny Ad indeed.
Overall, good work by JWT team.
