Pepsi: #SwagSeSolo

Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat

Pepsi, a soft drink brand, launched a Valentine's Day campaign in India to celebrate being single and connect with a younger audience.

Campaign details

Brand: PepsiBrand owner: PepsiCo India Holdings Pvt. Ltd.Lead agencies: Wunderman Thompson, Mindshare IndiaContributing agency: Edelman IndiaMarket: IndiaSector: Carbonated soft drinksMedia channels: Online video, Radio & audio, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In Indian culture, romantic relationships are the epitome of contentment and being complete, whereas being single is seen as being incomplete. Mainstream movies and music increase this perception. Such socio-cultural conditioning affects the selfesteem of those without partners, as they cope with being single.

This...

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