MUMBAI: With the arrival of 2010, Pepsi is ready to adorn the new baseline, Youngistaan ka Wow, an extension of its Youngistaan brand talk that was introduced in 2008.

Keeping in line with the new baseline, Pepsi will launch a new thematic TVC highlighting the "Wow" of the Pepsi drinker. JWT is the creative agency.
 
Says PepsiCo India EVP - marketing Sandeep Singh Arora, "Pepsi has always been synonymous with youthfulness, a ‘can do‘ attitude and ‘in my own way‘ spirit. With the Youngistaan campaign Pepsi branded this young confident generation, celebrated their attitude, their achievements and gave them a rallying cry to go out and make things happen. Now with Youngistaan ka Wow, Pepsi aims to celebrate the audacious self-belief of the youth, the believe with which they are able to make things happen while doing things their own way."
 
Says JWT vice president Hari Krishnan, "Youngistaan Ka Wow stands for two things - firstly, the refreshment and magic of Pepsi the cola, which makes Pepsi Wow and is the most loved cola for the youth. Secondly, the audacious self belief of the youth that helps them overcome obstacles/conventions and create a Wow."
 
The brand new communication will be supported by a high decibel ATL, digital campaign, with new engagement modules both online and on-ground.