Pepsi targets youth with 'What's Your Way' campaign

MUMBAI: Beverage and soft drink major, Pepsi has announced a major ad and promotional campaign titled ‘What‘s Your Way‘.

The campaign is aimed to engage 30 million youth on the internet and 250 million youth on their mobiles.

The new media campaign aimed at youngsters and called ‘Youngistaan‘ claims to be a conversation between the youngsters and Pepsi in a fun environment.

The integrated marketing campaign ‘What‘s Your Way‘ will be spread across print, TV, radio and digital platforms in 13 cities namely Delhi & NCR, Chandigarh, Patiala, Kota, Lucknow, Kanpur, Chennai, Bangalore, Cochin, Manipal, Kolkata, Mumbai and Pune.

Based on the lines to promote the brand among youngsters, Pepsi has developed a contest wherein consumers have to send a SMS mentioning a solution for the situation mentioned on the Pepsi "My Can" or Pepsi 600ml PET label.

Consumers can also participate in the contest by logging on to and can also publish their answers on Facebook, Orkut and Twitter profiles to gather votes.

Through its on-ground activity ‘My Radio, My Way‘ Pepsi will create a mobile radio studio which will go to campuses where participants can play their favourite songs.

As part of the contest, Pepsi aims to give consumers more than Rs 20 lakh worth of free talk time. Pepsi will announce four winners who stand a chance to appear on the limited edition of Pepsi ‘My Can‘.

Winners also stand a chance to get one month‘s supply of Pepsi and Rs 5000 as SMS talk time, to be won daily.

Said PepsiCo India executive VP marketing cola Sandeep Singh Arora, "With Pepsi‘s newest campaign-‘What‘s Your Way‘, we aim to take engagement a notch higher by starting a dialogue with youngsters, thereby becoming a part of their conversations.

"Today many brands are vying for share of mind in the youth mind space. With our new programme, we will attempt to reinforce the equity Pepsi enjoys amongst youngsters."

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