Yeh Hai 'Youngistaan' Meri Jaan

Pepsi is launching its new campaign for 2008 featuring three brand ambassadors - Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone in a refreshingly new light.

Developed by JWT, the campaign is dubbed "Youngistaan." This, according to the company, is "but an attitude."

The mega initiative is being supported by a 360-degree activation across television, radio, outdoor, modern trade, web and wireless.


Clearly targetting the youth, the campaign will begin a dialogue with its consumers by unbottling their imagination of what "Youngistaan" means to them.

An official statement says, "As the name suggests, it represents a world of the youth, where the young generation likes to be in control. It brings forward their never-failing attitude, their desire to take on challenges and the power to turn things around.

"The new campaign attempts to capture not only the youth attitude of today but also the great sense of optimism, success and buzz about India and the Indian youth."

The first of this zestful campaign will break on 17 February, and is summed up through its catchy tagline - "Yeh Hai Youngistaan Meri Jaan."

PepsiCo India executive director of marketing Punita Lal said, "The Youngistaan idea captures the energy, excitement and irreverence of the young, confident India. This is a big idea that brand Pepsi will leverage to connect with a whole new generation."

Lal is confident that the expression "Yeh Hai Youngistaan Meri Jaan" will resonate very well with the Indian youth. "It speaks their emotion, in their language," she said.

PepsiCo India's EVP of marketing (cola) Sandeep Singh Arora said, "Only Pepsi as the leader of youth values has the scale and guts to brand this generation, to celebrate their attitude and their achievements, and give them a rallying cry to go out and make things happen."
JWT VP Hari Krishnan said, "Youngistaan is a feeling that is racing through every youthful nerve in the country today. Brand Pepsi will simply tap this energy and help the youth express this emotion."

The expression is simple, light hearted and versatile "in true Pepsi style," added Krishnan.

The new brand ambassador Ranbir Kapoor says, "I am young, I believe in myself. I have dreams and I chase them. This is what Youngistaan means to me; it's a way of being, it's an attitude. In Youngistaan, I work really hard, but I party harder! Trust me, in Youngistaan somewhere something incredible is waiting to be known."

Padukone, the fresh new face of Pepsi, says, "Youngistaan is about making choices and where life has endless possibilities. As a part of being a Youngistaani, it's not about where I am but about thinking fun, thinking big! It's about just being yourself and being confident."

Long-time Pepsi brand ambassador Shah Rukh Khan said, "Youngistaan to me is a state of feeling young at heart. The first aspect of being a part of Youngistaan or having that state of heart is to believe that the best gift in life is life itself. I think you need to be successful, work hard, spread happiness and live life to the fullest. Yeh hai Youngistaan meri jaan."

Indian Television