How PepsiCo showed Indians that technology does not have a hug button yet

Noor Samra and Mythili Chandrasekar

Campaign details

Brand Owner: PepsiCo India
Lead agency: JWT
Country: India
Industry: Non-alcoholic, soft drinks; Savoury snacks, potato chips
Media: Online video
Budget: Up to 500k

Market background and cultural context

India's unique relationship with food

India is a nation of foodies. Food and drink pervades every occasion, every festival and every journey – in fact, every aspect of life. It is a nation where food is not just food, but is symbolic of much more; rice means blessing, curd is good luck, sweetmeat means congratulations, lime and chilli is protection, milk means fertility, and so on.

Global giant PepsiCo's endeavours to localise