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Our Bureau

New Delhi, Feb. 15 Pepsi’s new young team of brand ambassadors are expected to establish the attitude of ‘Youngistaan’.

Last year’s new stars Ranbir Kapoor and Deepika Padukone will feature along with Shah Rukh Khan, in a new campaign that hopes to strengthen the beverage company’s connect with its target group.

“The campaign attempts to capture the youth of today who are in control of their lives, making career choices that could be unconventional but doing it with full confidence, which is amazing,” said Mr Sandeep Singh Arora, Executive Vice-President - Marketing, Cola, PepsiCo India. Mr Arora declined to share the budget of the campaign, but added that it would be the largest campaign that the company would undertake this year.

Pepsi could also tie up with the new cricket league, IPL. “We are exploring the sponsorship opportunities both at the central level as well as at the franchisee level for both the brand Pepsi and PepsiCo,” Mr Arora told Business Line. However, he had “no comments” on the possibility of being associated with the Kolkata team owned by Shah Rukh Khan.

The campaign breaks with a one-minute-long TV commercial during the cricket telecast of the ongoing tri-series on February 17. A 360-degree activation has been planned across television, radio, outdoor, modern trade, Web and wireless platforms.

The tagline – Yeh hai Youngistaan Meri Jaan – says Mr Hari Krishnan, Vice-President, JWT, has the potential to be used across platforms for whatever the youth is interested in, whether its cricket, music or movies.

According to Mr Krishnan, the vernacular nature of the word, ‘youngistan’, found appeal across groups, all of whom immediately connected to the concept of the world of the young.

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