Pepsi Advertising Endeavour in India

Topics: Rahul Dravid, Preity Zinta, India national cricket team Pages: 3 (840 words) Published: January 19, 2013
Pepsi advertising endeavour
Pepsi has always formulated advertising strategies keeping in mind its target group. Its target group has always been the youth. Pepsi’s basic advertising techniques: a) Catchy tag lines and associate lines

b) Evolution of the logo
c) Association with main sports events
d) Youth icons as brand ambassadors
i. Creativity in advertisements
ii. Grabbing attention

a) Catchy tag lines and associate lines: Ever since Pepsi’s entry into India it has tried to always position its product at the reach of youngsters. To further affirm its high sales, Pepsi has advertised with catchy tag lines and an associate line. Following are the examples of tag lines and associate lines Tag line| Associate Line|

Yeh Dil maange more| Yeh hai right choice baby aha!!!|
Yeh Dil maange more| Mausam garam hai Pepsi ke liye ham besharam hai| Yeh hai Youngistaan meri jaan| Chaho toh sab kuch hai asaan| Youngistaan ka wow| Chaho toh sab kuch hai asaan|
Change the game| Helicopter shot|
Change the game| Upar cut|
Change the game| Palti hit|
Change the game| Malinga’s slinga|
Such lines have always been the catch of the eye of the viewers. Through such innovative lines, Pepsi has gained for itself a refreshed its brand image. Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the most memorable campaigns of the brand, featuring celebrity endorsers such as Shah Rukh Khan, kajol, rani mukherjee among others. The focus, as is clearly evident, is on the product with the youth as its target segment. During the 1990s, we saw the advent of “ Yeh dil maange more”. Yeh Dil Mange More campaign was again a great success, having balanced the emotional as well as the functional appeal of the product. Featuring Sachin Tendulkar and many other leading stars at that point of time, this was also one of the longest campaigns carried out by Pepsi. the principal focus is on the product - it...
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