The Campaign

Rail Yatri’s proposition is simple - Order hygienic and delicious meals of your choice via the Mobile app and get it delivered to your seat in the train during your journey. Using this brand thought, we associated with Rail Yatri and integrated Pepsi in their Meal Menu. The meal integration was primarily launched on the ‘Food on Meal’ section on the App in two parts:   Combo listings – where popular meals had a Pepsi pre-bundled (eg Veg Biryani + Pepsi or Thali + Pepsi) Ala’ carte listing like (Malabari Biryani, Misal Pav etc), where users had an option to add Pepsi to the meal during checkout.

Creative Execution

Pepsi was the first and exclusive advertiser to leverage Rail Yatri by not only reaching out to consumers but also integrating its product into the platforms core services i.e Book Meals on Train. We were also able to create visibility for the brand in very favorable and contextual environment. Through the usage of Data Analytics coupled with Rail Yatri Audience Profiler we served Location based contextual messaging – that prompted users to order the local delicacies of upcoming Stations. Eg Arriving in Lucknow in 2 hrs. – order sumptuous Awadhi biryani along with your fav Pepsi now from Lalla Biryani. Using the Audience Profiler, we estimated the 1st language of the travelers and leveraged Vernacular messaging drive stronger connect with the audience.

Results

Return on Ad Spends = 255% | PEPSI RESTUARANT BASE INCREASED BY 186% | Overall 4 Lac Units sold in 8 months “Delicious food paired with Pepsi served at your seat on the Train” - had all the ingredients to strike the right cords with the target audience. We also maintained a huge SOV of 60% due to which Pepsi enjoyed a huge receptivity to its brand messaging with an average CTR of 0.5%+ on the platform. Campaign delivered a Return on Ad Spend (ROAS) in the range of 255% Pepsi sold over 4Lac units via combo meals Pepsi enjoyed almost 74% share of orders via Meal Menu Supported the brand in H2 volumes– (typically a sluggish time for CSDs) Pepsi increased its restaurant footprint on the Rail Yatri network by 186% in 6 months

The work had direct integration with the platform and with the objective of the brand to own food occasions and solidify brand proposition that FOOD goes best with PEPSI !

The integration was launched on RailYatri- that covered the length and breadth of India i.e. over 1Billion kilometers of travel and reached out to 23 million travelers daily. The ‘Book Meals on Train’ section on the App serviced about 160+ stations in the first year of activation with plans to scale this across many more cities. The campaign reached out to a huge number of users via approx. 60Mln impressions. Various sections of the App were taken over with Pepsi branding that served as reminders and educated consumers about the opportunity to order a Pepsi along with their meal.