The Campaign

The age-old tradition of Visarjan was revamped completely in sync with the need of the hour. We created a shift from the old traditional local Visarjan tunes which disconnected the youth and their participation to a trendier and a new age concept which connected brand well with Generation Z. This Visarjan youth witnessed the first ever moving concert- The Pepsi Boombox to bid adieu to Ganpati where the streets of Mumbai reverberated with the sound of Aala re Aala and live performance of Euphoria along with other young budding bands.

The Brief

Over all Budget- 7.5 Million On-ground Execution- 6.0 Million Media- 1.5 Million

Creative Execution

Pepsi BoomBox was witnessed by 10 lac+ brands core TG who rallied for hours along with the celebrity band- Euphoria. The campaigns pre-hype attracted 20 colleges participating with more than 500+ young bands sending their entries. Final 5 budding bands were given an opportunity to get votes for themselves during live performances at the pandal. This winning band not just received huge gratification but also was promoted through various TOI ads and Euphoria band themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results

With lac's of footfall to experience Pepsi BoomBox. The Pepsi moments campaign galvanised the entire positioning of the brand amongst youth, the target audience. The brand witnessed clear increase in brand equity KPIs amongst males between 17-23 years by 8% and 11% gain in the consideration parameters. We had re-established Pepsi amongst its key cohort strongly paving way for incremental gain in volumes too.

Explain why the method of promotion was most relevant to the product or service

Pepsi has always been a trend setter, challenging the norms & pushing the edge of culture. It’s been a brand that encouraged the youth to have fun & express themselves freely. But the existing consumption driving messaging were alienating the youth as the questions like “what it does to me in that moment?” & “what role it plays in my life” started staring the brand. It was becoming essential for the brand to elevate the brand philosophy and bolster the youth connect which was the core consumer cohort to celebrate and amplify each moment. Thus, sealing our focus to Festivals.

Strategy was to connect deeply with our TG- Youth by offering them a platform which had cultural relevant solution. Visarjan's are ruled by age old traditional ways and are not youth oriented, so the platform had to bring newness to our youth to encourage their participation and keep them engaged in celebratory moments.