1.

Brand Name:

Pepsi Beverage “Yeh Hai Youngistan Mere Jaan” ! Consumer Product (Confectionery and food)

2. Product Type or Description 3. Campaign Title: 4. Category:

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%

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