20. The slogan was coined as a tagline for a Pepsi television advertisement series that first ran in December 1998 and sought to establish Pepsi as a strong brand with Indian youth. It was a continuation of Pepsi's advertising campaign in the mid-to-late nineties, which it had initially launched as an ambush marketing effort against Coca Cola during the 1996 Cricket World Cup. The ads featured prominent sports personalities and film stars, such as Sachin Tendulkar, Aamir Khan and Amitabh Bachchan. The catchphrase became a runaway success and other business entities sought to appropriate it in their messaging. Pepsi litigated actively to assert an exclusive right to use the slogan.
23. The campaign attempts to capture the youth of today by focusing on their personality, lifestyle and attitude of youth through the advertisement.
24. Targeting StrategyThe Youngistaan Campaign uses undifferentiated targeting strategy to reach out to its target audience. That is it launched youngistaan campaign for all the target audience in the same way.
26. The campaign positioning is done on the basis of user approach i.e. a personality based approach where a user’s image or association rubs off on the brand image. The user could be a celebrity or an ordinary user. For this campaign Pepsi used the three most popular celebrities of the last year i.e. Shahrukh Khan, Ranbir Kapoor, Deepika Padukone.Pepsi has taken the whole Youngistan concept to a whole new level online first came the Youngistan Ad then the show “Wassup Youngistan” with MTV India and now a whole virtual world of Youngistan. For the Youngistan Campaign they have created a whole micro site depicting Youngistan as seen in the pic what's more is the presence of Pizza Hut, PVR and MTV in this micro site all of whom are actually youth brands and that might be the reason for this co branding exercise. The virtual Youngistan offers mobile theme downloads, offers personalized Youngistan Pizza Hut cards offering discounts, offers Youngistan tips in the pathshala (school) and offers look at Pepsi ads.Pepsi has a Pepsi zone at Yahoo India which they had utilized very well during their My can Marketing campaign which garnered nearly 4 million page views during campaign period for them and they have used the same micro site again. Overall its a brilliant effort to build a community around the brand Pepsi and is a great use of internet as a marketing platform but best of lot is the term Youngistan through which it is trying to reach out to urban youth and the rebel theme interestingly according to Pepsi quot;
Youngistaanquot;
is the expression given to individuality – the need to do one’s own thing and they have managed to make this term stick. Most interesting was the use of Rediff to market a site hosted on Yahoo India seems like trying to get the best of both worlds but nevertheless these campaigns means that Pepsi is the most savvy Indian brand in terms of using Internet marketing.<br />RISE<br />During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle quot;
Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you,quot;
arranged in such a way that the jingle never ends. Pepsi encouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard of six ounces per bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same price.[6] Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.[7]<br />
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