1.

Brand Name: Pepsi

2. Product Type or Description Beverage

3. Campaign Title: “Yeh Hai Youngistan Mere Jaan” !

4. Category: Consumer Product (Confectionery and food)

Campaign National

Brief Introduction about company and advertisement

Pepsi take 33%of profits from soft
drink industry and that is very high ratio in comparison of
coca cola .Pepsi always believe in new innovated
advertisement and always came up new attracting ads
focusing yougester.so they can capture the youth of country
(that is there target audience).pepsi recently lanched there
new campaign for 2008 feburary featuring three brand
ambassadors Shah Rukh khan ,ranbir kapoor and deepika
padukone in a refreshing new light.
Developed by jwt the
campaign is dubbed “yougistan”, this according to the
company “its an attitude”. Clearly targeting the youth,the
campaign will being a dialogue with its consumers by
unbottling their imagination of what “yougistaan”means to
them.
MARKETING CHALLENGE
Pre-launch Scenario:
• To build the brand as youngster drink.
• To maintain Pepsi position as more prominent in black color beverage category.
• Cleary targeting youth.
• Maintain his position in market and attracting new customers and retaining old
one.

• The market for Soft drinks is huge and comprises of high degree of potential so
capture as much as you can.

• There is always a need for something new and exciting advertisement in the
beverages industry.

• The advertisement of soft drinks is very competitive, so every time some thing
new attracting ,excting and innovative is required.(means young ads)

The Challenge:

• To gain more markets share in the beverages industry.

• To compete with thumbs up and coca cola.

• To represent the word of youth where the young generation likes to be in an

control. It brings forward their never failing attitude their desire to take challenges
and the power to turn things around.
CAMPAIGN OBJECTIVES:

• Create awareness and to make famous youngistan

• To get to at least 60% of the market leader, in terms of sales.

• To built attitude of pepsi as this brand desn’t have never failing attitude.

• To target specifically youth as its major group of customers.

TARGET AUDIENCE
We consciously targeted the age group of 15-25 years which belong to teenagers and
young adults.clearly targeting the youth.pepsi target consumers which is young having
never failing attitude,their desire to take challenges and power to turn things around
which reflected in the tagline “chaaho toh kuch bhi assaan”yeh hai yougistan
meri jaan”.

CREATIVE STRATEGY: Storyboard of the \

This advertisement was made by mr. subhoranjan singh gupta
The ad focuses on the country India which is young nation.The advertisement was
brought to picture to communicate an entirely new prospect for the brand Pepsi. This
concept was brought forward to generate awareness that it belongs to the consumers who
are young, enthusiastic, and energetic and they have never failing attitude .
A new word has been created by combining the words “young” and “Hindustan” and has
coined the phrase “Youngistan”..

Like the phrase clearly says “Yeh hai Youngistan meri jaan” the brand totally believes
that they are for the people who are young, energetic, and enthusiastic and are self
confident and having new and friendly idea to do or mangae things easily.

Thus, highlights its main motto- life full of entertainment. Fun is considered to be the
backbone of the brand in all circumstances.

OTHER COMMUNICATION PROGRAMS:

DLF Indian Premium League: With the aim of promoting their idea of younger
generation with an eye catching concept. It is sponsoring the teams playing in the
series. They have their logos printed on the dress of the cricketer and then each stadium
has been flooded with the hoarding of the ad.
A new program aired on MTV which is known to be Watssup Youngistan, which is
sponsored by Pepsi. This program depicts the views and ideas of the young generation.
Youths are interviewed and are made to provide the media with their thoughts and ideas
on the basis events that are happening in the country or in our environment. The
suggestions are asked for to avoid the mishaps in the country

MEDIA STRATEGY:

The media strategy that was used:

Deliver a high impact media launch through a channel mix targeting core groups – kids &
youth. A channel mix comprising Star Plus, Zee, Channel V, MTV, ETC, Discovery, Max,
Zee Cinema Cartoon Network, Ten Sports, Splash, Cartoon network on Zee and Disney
on Sony, was selected on the basis of affinity, time spent & loyalty. Sponsorships were
taken to add to the visibility of the brand.

.
MEDIA:

• Television

• Magazines

• Hoardings

• Radio

• Newspapers

• Online

EVIDENCE OF RESULT:

a) According to our survey the creativity of the advertisement in delivering the

message has been rated as below:
 15% 20%
Good
Average
Poor
65%

b) Which ad like by viwers yougistan or jashn mana le?

17% 19%
not seen jashn
mana le
liked youngistan

liked jashn
mana le
64%

c) Is it worth while to take 3 celebrites for this advertisement ?

27%

Yes
No

73%