Pepsi: Save our restaurants

Pepsi, the soft drink brand, supported the restaurant industry in India.

Campaign details

Brand: PepsiLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Pepsi and the food industry have been joined to the hip and growing together for the last 30 years. In 2020, during the COVID-19 lockdown the restaurant industry, the second-largest employer in India, collapsed to 25-30% of its size (The Economic Times report). Around 3 million restaurant workers lost their jobs. Today, in a time of crisis it was important that Pepsi showed up for the restaurant community. With massive layoffs, the community that served us our favourite foods was now clueless about their next...

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