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Cut-off is temporary and swag is permanent: Pepsi’s message to college-goers

The beverage brand gives its ‘Har ghoont mein swag’ campaign a new twist this admission season. The insight behind the message is that marks and admissions are only one part of life. If one follows their passion, and puts in their best, they are bound to be successful

Temperatures are on the rise across Delhi University’s North and South Campus as the admissions for this year’s academic session has begun and the first cut-off list is already out.

With over 3 lakh registrations for 62,000 seats across 90 colleges in Delhi University alone, 18-year-olds across the country experience a range of emotions as they wait for the cut-offs to be announced.

With this in mind, beverage brand Pepsi is urging college-goers to add a new word to the dictionary this admission season – ‘swag’. The brand will become a part of their lives with a single, empowering philosophy – Cut-off is temporary and swag is permanent.

Pepsi has introduced a series of engaging new creatives across digital and on ground, which bring alive this philosophy and reinstate the brand’s proposition of ‘Har ghoont mein swag’.

Tarun Bhagat, Director, Marketing, Hydration and Cola, PepsiCo India, said, “Every year in India, the most important life event for an 18-year-old is college admissions and students across the country wait with bated breath for the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. As a brand¸ Pepsi has always resonated with the voice of today’s generation and we understand that the admission season is something the youth has heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful. With the ‘Har ghoont mein swag’ campaign, Pepsi will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘Cut-off is temporary and swag is permanent.”

Bollywood actor Tiger Shroff and popular rapper Badshah have joined the brand as it asks students to follow their passion and let their ‘swag’ do the talking.

Tiger Shroff said, “It doesn’t matter what one chooses to do, as long as you give it your 100%. I dropped out of college because I wanted to follow my passion for martial arts and acting. I knew that it was the one thing I was ready to give my 100% to. It took years of hard work to get to where I am today, but it seemed easy all through the way because I was doing what I loved.

“I only have one message for all those college aspirants who are eagerly waiting for the cut-offs to be announced — believe in yourself and your passion, carry yourself with swag and success will follow. Don’t let a number write off your dreams!”

Badshah said, “I was an all-rounder at school and loved studying through college as well. In fact, not many people know but I have worked as a civil engineer in the past. But throughout my life there was only one thing that gave me pure joy and that was music. A lot of people questioned my choice when I wanted to pursue it as a career, but I knew that my passion combined with hard work would take me far. I’m glad I could prove that following your passion can take one places. It’s all about believing in yourself and carrying yourself with ‘swag’. To all the kids who await the cut-offs, dream big, be your confident self, work hard and make your dreams come true.”

Tiger Shroff:

 
 
 
 
 
 
 
 
 
 
 
 
 

Cut-offs are temporary. Swag is permanent. #HarGhoontMeinSwag @PepsiIndia

A post shared by Tiger Shroff (@tigerjackieshroff) on

Badshah:

 
 
 
 
 
 
 
 
 
 
 
 
 

All you need is swag. And swag needs no degree. #HarGhoontMeinSwag @Pepsiindia

A post shared by BADSHAH (@badboyshah) on

Pepsi India:

 

Pepsi’s ‘Har ghoont mein swag’ campaign was launched earlier this summer, and aims to celebrate the confidence and self-belief of the Indian youth. The campaign is all about living in the moment, seizing new, interesting opportunities and doing it all with ‘swag’. It is based on the idea that when the self-belief of India’s youth leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful ‘swag’.

As part of campaign, the brand has activated consumer passion points that resonate the most with today’s generation – Bollywood, cricket and music. The 360-degree marketing campaign also activates ‘Away from Home’ (AFH) consumer hangouts.

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