Pepsi launches new ‘What’s Your Way!’ campaign for ‘Youngistaan’

PR Log (Press Release) – Oct 20, 2009 – New Delhi: You’ve just banged up your dad’s car! Your parents come home to find you getting cozy with your date!! Do these situations sound familiar? But the solutions need not, as Pepsi launches the Pepsi “What’s Your Way?”campaign where Youngistaan gives cool solutions to tricky day to day situations which often land them in a fix.

So what is so different about this campaign?

It’s all about connecting with Youth in their own space. Whether it is engaging with the 30 million youth on the internet, co-creating with the 6-odd million youngsters on social networking sites, or connecting with 250 million youth on their mobiles, the What’s Your Way!’ campaign, is a conversation between the Youth & Pepsi in a fun environment.

But what’s in it for ‘Youngistaan’?

Youngistaanis compete for the cool quotient online, by testing their cheek and wit to solve for tricky situations presented to them. Pepsi gives the 4 coolest Youngistaanis (with the highest votes) a chance to appear on the Pepsi ‘My Can’. What’s more, everyday one youngster gets a chance to become the ‘Youngistaani of the Day’ entitling them to a month’s supply of free Pepsi and Rs.5,000 as SMS talk time. Participants can also win ‘What’s Your Way’ ringtones, and free talk time. Pepsi aims to give consumers more than Rs. 20 lakh worth of free talk time.

How can you participate in the contest?

Write in a cool and whacky solution to the tricky situations mentioned on the Pepsi “My Can” or Pepsi 600ml PET label, send them through a SMS to or by calling 9004422222. Consumers can also participate by logging on to http://www.youngistaan.com. You can also publish your answers on your Facebook, Orkut and Twitter profiles to gather votes.

This exciting promotion stretches beyond traditional media, to digital, with new engagement modules – online and on-ground. The aim is for Youngistaanis to interact with the idea and even co-create their own situations, while having a lot of fun through applications such as the “whack-o-meter” on Facebook. With ‘My Radio, My Way’, Pepsi will create a mobile radio studio which will go to campuses, from where Youngistaan can play the music it likes – their way!

Aimed at youth, the campaign targets cities like Delhi & NCR, Chandigarh, Patiala, Kota, Lucknow, Kanpur, Chennai, Bangalore, Cochin, Manipal, Kolkatta, Mumbai and Pune. So get set to top the Whack-O-Meter by answering ‘What’s Your Way’.

  * Pepsi launches integrated marketing campaign “What’s Your Way!” with new engagement modules across print, TV, radio and digital. The campaign focuses on the personal choices and the ‘own’ way of the Youngistaanis.

 * With social media as a core component, ‘What’s Your Way’ emphasizes on co-creation and fun!

  * Four coolest Youngistaanis who top the Whack-O-Meter can win the chance to appear on the limited edition Pepsi ‘My Can’. One month’s supply of Youngistaan’s favorite drink – Pepsi – and Rs 5,000 as SMS talk time to be won daily by the ‘Youngistaani of the Day’.

  * Participants can also win ‘What’s Your Way’ mobile ringtones, and free talk time. Pepsi aims to give consumers more than Rs. 20 lakh worth of free talk time.

Sandeep Singh Arora, Executive VP - Marketing, Cola, PepsiCo India comments on Pepsi Whats Your Way    Commenting on Pepsi’s new initiative, Mr. Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India said, “Pepsi has always been synonymous with youthfulness, a ‘Can Do’ attitude and ‘Dare for More’ spirit. With Pepsi’s newest campaign-‘What’s Your Way’, Pepsi aims to take engagement a notch higher by starting a dialogue with youngsters, thereby becoming a part of their conversations.”“Today many brands are vying for share of mind in the youth mind space. With our new programme Pepsi will attempt to reinforce the equity it enjoys amongst youngsters” he further added.

Ranbir Kapoor According to Pepsi’s brand ambassador – Ranbir Kapoor, “Pepsi has always been the voice of Youngistaan echoing their dreams and aspiration. With ‘What’s Your Way!’, Pepsi brings alive relatable situations which each one of us are familiar with and challenges us to gives the most whacky and cool responses. This campaign will surely have every youngster vying to be on their Pepsi ‘My Can’“.