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Pepsi celebrates Swag of India’s youth.
Pepsi celebrates Swag of India’s youth.

Salman Khan urges youth to live life on their own terms in new Pepsi ad

  • Campaign encourages new generation to respect individual choices and shun biases and judgment
  • The new campaign is being promoted across digital, social media, BTL activations, radio and outdoor platforms

NEW DELHI: Building on its Swag campaign from last year, Pepsi has launched a new television spot featuring newly appointed brand endorser - actor Salman Khan. The campaign encourages the new generation to be their true self and inspires people to respect individual choices without any bias or judgment.

Created by advertising agency Wunderman Thompson, the film https://www.youtube.com/watch?v=MN2VM6DXeTQ opens in a college canteen, where a young couple is seen studying together. Their time together is cut short as they are made to field questions from another classmate about their relationship status. This monologue is interrupted by the timely entry of Khan, who takes a swig of Pepsi and steps in to save the day. The campaign targets the youth.

Tarun Bhagat, director-marketing, hydration and cola, PepsiCo India said as a brand they want to become the voice of the new generation by picking up their causes and conflicts.

“The shift started last year with the brand trying to understand deeper youth conflicts. There is an element of judgment when it comes of clothing, relationships and hobbies that youngsters face. These judgments we would like to term it as meaningless judgment. The youth doesn’t believe in reckless behavior but they also do not appreciate the meaningless restrictions placed on them," he added.

The new campaign is an extension of ‘Swag se Solo’ https://www.youtube.com/watch?v=SN958msmXeI advertisement featuring actor Salman Khan which has resonated well on YouTube and Tik Tok with 120 million and 50 billion views respectively.

“Pepsi, as a brand, has always been irreverent talking about topics that matter to the young generation. In the new summer TV spot, it takes on the core tension points of young India in its effortlessly cool manner and gives the brand a deeper communication platform which celebrates the self-belief and confidence of youth. It was a delight working on this creative articulation that inspires youth to not be bogged down by unnecessary judgments and tackle the situation with innate Swag," said Vivek Das, Wunderman Thompson lead, Team PepsiCo Beverages, India.

Apart from television, the new campaign is being promoted across digital, social media, BTL activations, radio and outdoor platforms.

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