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PEPSI® turns on the Swag this summer

  23-02-2019

~Brand’s ‘Har Ghoont Mein Swag’ campaign celebrates the confidence and self-belief of the Indian youth~

~An Innovative Shelf to Media Strategy –Pepsi cans & bottles to feature a unique SWAG symbol~

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New Delhi, February 23, 2019:
One Word. Four Letters. A billion believers. This summer, PEPSI® brings to life the word that is set to define 2019 - SWAG.

The Indian youth has never been more confident. And you can see that super confidence in everything they do. Be it their audacious thumkas on Tik Tok and their crazy adventures on Instagram, their little startups scoring millions of dollars in funding from the world’s biggest banks, their owning cricket fields from the Lord’s in London, to the Gabba in Brisbane. How they do anything, is how they do everything. And right now, they’re doing everything with swag. It is this spirit of the new generation that PEPSI® celebrates in its ‘Har Ghoont Mein Swag’ campaign this summer.

Speaking on this campaign, 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.” 

According to Senthil Kumar, Creative Chief at Wunderman Thompson, “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.”

Key Campaign Assets:

Har Ghoont Mein Swag TVC
PEPSI® will roll-out a 360-degree marketing plan, which began with the launch of a TVC on 22nd February. The TVC takes on arbitrary rules the way India’s youth is taking them on - with swag.

The TVC sees a whole bunch of college students standing in outrage in front of the notice board, because the principal has put up a notice announcing a compulsory dress code – ‘NO CAP, NO JACKET, NO T-SHIRT, NO JEANS’ the notice says. One student decides to take matters into his own hands, takes a swig of his PEPSI®, takes centerstage, and announces his support for the principal’s decision. Following the instructions on the board to the T – saying NO CAP as he takes the cap off, NO JACKET as he takes his jacket off, NO T-SHIRT as he takes his T-Shirt off. He is just about to follow the mandate of NO JEANS when the principal stops him, pulls off the notice and storms off. The entire college cheers as the protagonist celebrates with a Ghoont of SWAG, taking a swig of his chilled bottle of PEPSI®. 

You can click here to watch the film.

AGENCY: Wunderman Thompson

 Senior VP & 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

Packaging-Innovative Shelf to Media Strategy
SWAG will also find a home on PEPSI®’s strongest asset, the iconic blue bottles and cans through an all new symbol representing the word. The edgy new SWAG cans & PET bottles will be available to consumers across all modern and traditional outlets across the country.

Activating Consumer Passions

Music
PEPSI® has had an intrinsic connection with music, working with legendary artists and discovering and supporting emerging talents. Last year, PEPSI® introduced global pop group Now United to India. This year, the brand will continue to harness the power of music to connect with consumers. Also, in one of its biggest collaborations, Pepsi will be the SWAG partner on The Voice, one of the most popular reality music shows during this summer season. 

Cricket
Pepsi will also connect and engage with consumers through one of India’s favorite sports – cricket. The SWAG symbol will take centerstage in stadiums as well as on consumers’ television screens during the upcoming India vs Australia series. Bringing together two of India’s most loved activities, music and cricket, PEPSI® will have one popular music performer announce the ‘SWAGSTAR OF THE MATCH’ after each match. In addition, fans can also look forward to many more exciting experiences during the 2019 cricket league season.

The 360-degree marketing campaign will also activate ‘Away from Home’ (AFH) consumer hangouts such as Domino’s, KFC, Pizza Hut, Burger King, Subway and leading movie plex chain PVR. 

Bollywood
PEPSI® has always associated with Bollywood which is another passion for today’s generation. The new campaign will see collaborations with new age heartthrobs like Tiger Shroff and Disha Patani. 

About PepsiCo India:

PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. PepsiCo’s growth in India has been guided by “Performance with Purpose”- our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage
world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit http://www.pepsicoindia.co.in/
 
For further information, contact:

Juhi Mongia
99534 55718
Juhi.mongia@edelman.com

Shreya Verma
98183 53075
Shreya.verma@edelman.com