Pepsi - The Kiss Campaign

Tracked By KARTEEK SRI MURTHY

Pepsi India came up with the ad in December 2010. It was put up on youtube. Pepsi says “A chilled Youngistaani in a sizzling situation! Check this out people!!! “. On the contrary the comment with the highest likes is “I hate the Youngistaan ads. They may be funny but they make our generation  appear careless and immature. I can’t support this shit. Eve”. The video has garnered 65 likes and 36 dislikes. The total number of views garnered till now 135,127.

So what is Pepsi doing right or wrong? In an attempt to identify itself with the Youngistaan, is Pepsi crossing the boundaries?  Has the ad arrived too early for the Indian audience? Little I wonder, the educated class who must have watched this video on youtube didn’t like it. Where is all the negativity coming from? Is Pepsi doing the right thing in allowing the negative comments to stay on the page or has it moved on from the commercial? Is Pepsi sending out the right message to the Youngistaan?

The following population figures from the World Bank gives a clear picture of the potential of India’s demographic dividend. In 2020, it is estimated, the average Indian will be only 29 years old, compared with the average age of 37 years in China and the US, 45 in west Europe and Japan. Exploring the attitudes and perspectives of India’s young population, therefore, becomes as much an exercise of historical curiosity as it is a political necessity.

India is seen as the new happening place by the global media. The attitude of the Indian youth is vulnerable and needs to be prepared for the future. This attempt by Pepsi waylays the point. Hinting at crossing the boundaries in such an unscrupulous fashion suggests that according to Pepsi the Indian youth have successfully aped the west. In a country where such scenarios are considered taboo and the elders are still given utmost respect, the ad breaks this notion. Maybe that is why it has become unpopular, because the present adult generation still wants to keep tabs on the younger ones and not let them slip out of sight. The protectiveness which is pervasive in the Indian family is being challenged.

On the other hand to those chosen few who can indulge in such vistas, this is Pepsi’s attempt at encouraging him/her to think beyond the conventional boundaries. Such an audience would welcome this ad.

Compare this ad with the “lead India” campaign by times of India or the Jaago Re campaign by Tata Tea. Both are again focused on the youngsters. Both are very successful campaigns. Looks like the Indian youth has successfully taken in the modern outlook from the west but has the traditional roots intact. In fact, I believe that the Indian youth is now in a position to take their own decisions and they can choose well. Pepsi has to recognize this fact and instead of showing the adults in a poor light, they need to come up with something more meaningful for the Youngistaan.