Pepsi: Pass-Click-Goal!
Pinaki Bhattacharya, Shubhrojyoti Roy and Siddhant Lahiri
Campaign details
Brand owner: Pepsico India HoldingsAgency: JWT (primary); Zapak Digital Entertainment (secondary)Brand: PepsiCountry: India
Executive summary
In 2012, Pepsi was challenged by its key competitor injecting unprecedented investments into the Indian market. It was also worrying that the brand was becoming increasingly distanced from the youth with almost every marketer in India wooing youngsters. To reconnect with them, Pepsi had to give Young India something big, new and unexpected.
In a country as diverse as India, there's one thing that unites everyone –...