Campaign details
Brand: PepsiLead Agency: Mindshare IndiaRegion: APAC
Objective
While the overall brand communication goal is to reinforce that Food goes best with a Pepsi, in this context, the task was to also convey to the audience that they could order a Pepsi along with their meals enroute on the Train.
Target Audience
While Pepsi mostly communicates to 15-30-year-olds across the country, for this initiative our TG definition was modified to simply – a train Traveler.
Creative Strategy
India is a country of trains. 23 million people travel by trains every day. Rail travel is...