Pepsi: Why India celebrated singles on Valentine’s Day

Soft drink, Pepsi, challenged Valentine's Day norms to spark a movement celebrating singlehood in India.

Campaign details

Brand: PepsiBrand owner: PepsicoEntrant company: Wunderman Thompson GurgaonIdea creation: Wunderman Thompson, GurgaonMedia: Mindshare GurgaonPR: Edelman GurgaonMarket: IndiaSector: Carbonated soft drinksMedia channels: Mobile & apps, Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In Indian culture romantic relationships are epitome of contentment and being complete whereas being single is labelled incomplete. Mainstream movies and music fan this perception even more. Such socio-cultural conditioning affects self-esteem of those without partners, as they cope with being...

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