‘Youngistaan’: Pepsi’s Ode to the Indian Youth

- by Kisholoy Roy *

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Exhibit I: Pepsi’s Youngistaan Ad’s Storyboard

Source: http://www.agencyfaqs.com/perl/news/index.html?sid=20392

If, after Philip Morris (Marlboro Cigarettes), there is any company that has successfully created a fictitious country around a brand, it has to be Pepsi. Who can forget the unforgettable ad campaign of Marlboro in the 1950s? "Come to where the flavor is - Come to the Marlboro Country" was the punch-line of the ad, and it had the visual of an American cow-boy. The ad soon became an international craze and went on to become one of the classics in the history of international advertising. After several decades, here is another fictitious country created by the Indian advertising titans that anyone with a carefree and youthful attitude will love to be a part of. It has every potential to not just re-emphasize Pepsi as a brand for the youth but also become a landmark in the history of Indian advertising.

Na Hindustaan, Na Pakistan. Yeh Hai Youngistaan, Meri Jaan.

Concluded.

* Contributed by -
Kisholoy Roy,
MBA (Marketing),
Content Editor, Infoedge Management Solutions.