The Campaign

Taking the strategy of Youth during Navratri being spontaneous and adventurous forward Pepsi being the youths favourite beverage brand decided to be the ice breaker and offered a platform to amplify the favourite moment of the festival “meet and mingle” more easy and approachable. Hence bringing us closer to our big idea Pepsi RFID dandiya sticks and strengthening the brands connection with its consumers Left swipe & right swipe was given some festive twist by making the Dandiya sticks a medium to connect with their partner. Successfully making the Brand a “Wingman” – Because not all pairs are made in heaven With each swirl, the RFID sticks enabled the TG to find and meet their “connection”. The Dandiya sticks in right hands of the participants if touched and tapped to that of the other, got them connected on digital platform.

The Brief

Over all Budget- 5.5 Million Execution- 4.0 Million Media- 1.5 Million

Creative Execution

Pepsi tied up with one of the biggest Garba in Gujrat with 2 lac+ footfalls. 1000’s of RFID activated sticks were distributed amongst these consumers. All they had to do was to dance and keep clicking. Right strike was activated to connect via messages and the right strike connected them. Each hour we had a MATCH who made their way to an exclusive gratification by Pepsi. Reach of 2+ Million on digital media and 500+ Spots were covered on Radio Channels during peak hours to magnify the campaign

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

RFID Dandiya sticks was witnessed by 2 lacs+ brand’s core TG and 2000+ matches were found after hours of dancing and clicking. This 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.

During one of the biggest Festival of Western India – Navratri where dating during the 9-day celebrations has witnessed a substantial rise, brands priority therefor became to connect to their TG by focusing on their technologically driven behaviour and festive need of dating. The biggest challenge that came with this insight was to marry the youth’s ever-increasing dependency on technology with their cultural need with Navratri celebrations. This challenge lead to the birth of the idea of using the symbol of Navratri celebrations – the dandiya stick with the symbol of modern dating – Tinder together by offering a platform which was a new way of connecting youth in a culturally relevant way- Pepsi RFID Dandiya The Left swipe & right swipe of Tinder was given some festive twist by making the Dandiya sticks a medium to connect with their potential partners at their moment of truth.