Malvika Mahal, New Delhi
Summer is here and so are the soft drinks and their multiple breezy campaigns. Pepsi has always been an iconic brand that mirrors millennials and creates popular culture. This summer Pepsi is celebrating the spontaneity that defines today's generation, with a grand OOH Campaign that capture how icons and new age consumers themselves are seizing the moment and doing it with a swag that represents the great taste of Pepsi.
After promoting its other soft drink products, the brand arrived on the medium, once again, to promote its main soft drink- Pepsi. Exclusively rolled out on the OOH medium, the campaign was designed to promote its current ideation and to subliminally promote the TG to get on their effervesce.
Considering the OOH medium to be the prime communication platform to promote the offer, the brand marked the media planning parameters strategically to approach the masses through its creative and reach, both. Starting with creative, the OOH sites showcased an eye-catchy creative showcasing a couple of innovations , singularly done by Mudra Group. To reinforce the brand identity, the creative background color has been kept in Blue. Along with normal creative, few important sites and junctions were highlighted with the innovation executed on Bus Shelter with hay décor, ideal for the summers, with the tag line doing its own talk.
Conceptualised and executed by DDB MudraMax, the campaign brings into life the brands new quirky buzzwords - "Socha nahi ji gaya, Pepsi thi pi gaya'' "Long Weekend" "Party Dhakad hai" etc... the ideation had been strategically put up to target the young audience for the best moments are those when you decide to let go, choose to act, follow your passion - nothing holds you back! This summer, Pepsi brings to life a purposeful and inspiring thought to words featured. Much like the spontaneity of reaching out for a can of Pepsi, life should also be as spontaneous. The 'Socha nahi ji gaya, Pepsi thi, pi gaya' summer experience covers every touch point with every can and bottle of Pepsi this summer packed with spontaneous expressions of today.
Likewise, to reach the multitudes, the campaign was taken to around various touch-points covering areas like Colleges, Residential areas, Markets, Arterial Joints, Highways etc.