To own food occasions and solidify brand proposition that food goes best with Pepsi!
The Target Audience
While Pepsi mostly communicates to 15-30-year-olds across the country, for this initiative ourTG definition was modified to simply - someone travelling by train.
For Every Single Person traveling by Air .. There are 200 People traveling by Train.
The situation analysis
India is a country of trains.
23 Mln people travel by trains everyday. Rail travel is the primary source of travel for long distances/ inter-city.
And the food services of regular trains are of really poor standards.
- So, travelers have limited options but carry their own food or purchase from hawkers at stations- which can become a cumbersome experience and often of questionable hygiene.