Youngsters do everything with swag. Be it their audacious thumkas on Tik Tok and their crazy adventures on Instagram, their little start-ups scoring millions of dollars in funding from the world’s biggest banks — their owning cricket fields from the Lord’s in London, to the Gabba in Brisbane. It is this spirit of the new generation that Pepsi celebrates in its ‘Har Ghoont Mein Swag’ campaign this summer.
Tarun Bhagat, Director, Marketing, Hydration and Cola, PepsiCo India, said, “Pepsi is a brand that has always resonated with the voice of today’s generation. This summer, Pepsi is acknowledging and celebrating a word that defines today’s millennials’ — Swag. ‘Har Ghoont Mein Swag’ is all about living in the moment, seizing new, interesting opportunities and doing it all with swag. The new campaign is a progressive approach to truly reflect the self-belief of today’s generation.”
Senthil Kumar, Creative Chief at Wunderman Thompson, said, “Pepsi has always been the cult brand that creates and curates culture for the young and the restless with every new campaign and the result has always been popular content that echoes the self-belief and celebrates the self-confidence of youth. This new generation is armed with self-belief and swag, read as effortless, cool, in every step of their individual and collective journeys. They don’t hesitate to stand up for what they believe in and stand out because they right the wrong themselves, not waiting for course correction from others. This summer, Pepsi celebrates this bubbling self-belief and sizzling Swag of India’s young with the campaign ‘Har Ghoont Mein Swag’. And when this spirit of self-belief leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful swag.”
Pepsi will roll out a 360-degree marketing plan. The TVC takes on arbitrary rules the way India’s youth is taking them on — with swag.
The TVC sees a whole bunch of college students standing in outrage in front of the notice board, because the principal has put up a notice announcing a compulsory dress code — ‘No Cap, No Jacket, No T-Shirt, No Jeans’, the notice says. One student decides to take matters into his own hands, takes a swig of his Pepsi, takes the centre stage, and announces his support for the principal’s decision. Following the instructions on the board to the T — saying No Cap as he takes the cap off, No Jacket as he takes his jacket off, No T-Shirt as he takes his T-Shirt off. He is just about to follow the mandate of No Jeans when the principal stops him, pulls off the notice and storms off. The entire college cheers as the protagonist celebrates with a Ghoont of Swag, taking a swig of his chilled bottle of Pepsi.
The edgy new swag cans and Pet bottles will be available to consumers across all modern and traditional outlets across the country.
Pepsi will be the swag partner on The Voice, a popular reality music shows during this summer season.
The swag symbol will take the centre stage in stadiums as well as on consumers’ television screens during the upcoming India vs Australia series. Pepsi will have one popular music performer announce the ‘Swagstar of the Match’ after each match.
The 360-degree marketing campaign will also activate ‘Away from Home’ (AFH) consumer hangouts such as Domino’s, KFC, Pizza Hut, Burger King, Subway and leading cineplex chain PVR.
The new campaign will see collaborations with new age heartthrobs like Tiger Shroff and Disha Patani.
Creative Agency: Wunderman Thompson
Senior VP and Managing partner: Varun Channa
Chief Creative Officer: Senthil Kumar
Creative Team: Priya Shivkumar: Udayan Chakravarty, Dushyant Chopra, Deepak Thammaiah
Account Management: Jaibeer Ahmad, Sakshi
Planning Team: Mythili Chandrasekhar, Atishi Pradhan, Arnab Datta Chaudhuri
Production House: Pari Films
Producer: Shahzad Bhagwagar
Director: Vivek Kakkad