Campaign Details
Brand: PepsiCo / PepsiLead Agency: Mindshare IndiaRegion: APAC
Strategy
Objective
To own food occasions and solidify brand proposition that food goes best with Pepsi!
Target Audience
While Pepsi mostly communicates to 15-30-year-olds across the country, for this initiative our TG definition was modified to simply – someone travelling by train.
Creative Strategy
India is a country of trains. For Every Single Person travelling by Air. There are 200 People travelling by Train.
23 million people travel by trains every day. Rail travel is the primary source of travel for long distances/ inter-city.
And...