Brand owner: PepsiCo
Lead agency: Mindshare India
Industries: Carbonated soft drinks
Media channels: Mobile & apps
Budget: Up to 500k
Indian cuisine is a complex amalgamation of ethnicities, geographies and local tastes. When Pepsi decided to relaunch in India as the perfect food accompaniment, it needed to connect to individual food preferences – a tall ask in a country of 1.2 billion people.
With food habits that change every 200km, the one thing that unites the country like nothing else is India's railways.
India is a country of trains: 23 million people travel by train every day, and railways are the primary source of travel for long distances and inter-city trips.
Sadly, the food services on trains are generally of a poor standard. Travellers have limited options and many bring along their own food, or purchase snacks from hawkers at stations, which are often of questionable hygiene.