Pepsi Launches Pyaas badi ya connection campaign

Pepsi the brand that stands for youthfulness, attitude and ‘Dare for More’ attitude is back like never before with its new thematic TVC for 2009. The film brings together four iconic cricketers comprising of M.S Dhoni, Ishaant Sharma, Virender Sehwag and Sreeshant for the first time in completely new avatars to showcase a unique message of who the real ‘BAAP’ is.

One has often stood in a long line or waited patiently for one’s turn only to be shoved aside by a diminutive person flaunting not their merits but their BAAP’s connections to go ahead in life. With the new ‘Youngistaan ‘TVC, Pepsi brings to the fore that the biggest connection that a person needs is, the connection with their own thirst (pyaas)- the thirst to succeed.

The TVC takes viewers back in time, when Dhoni, Ishaant, Sehwag and Sreeshant were not names to reckon with, but ordinary lads who were striving to actualize their dreams of becoming cricketers of the Indian cricket team. The TVC brings to the fore, situations where we are often upstaged by other people who boast big and thrive on their father’s names rather than their own merit.

Commenting on Pepsi’s new thematic ‘Youngistaan’ TVC, Mr. Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India said, “Pepsi being the quintessential youth soul-mate has always mirrored their aspirations and passions. With the new Youngistaan TVC, we will challenge convention related to one of the largest issues in a uniquely Pepsi way, inspiring youngsters who want to make it big in life backed by self-belief and thirst to succeed rather than ‘connections’.”

Virender Sehwag: “The TVC highlights the cause of how people shamelessly try to get ahead in life not meritoriously but through their various connections and
their father’s name. This theme and my look together reminded me of my earlier days when I was trying to actualize my dreams of becoming a part of the Indian cricket team. I firmly believe that connections might work in some cases but it certainly not work in cricket. I got selected because I had a thirst to succeed.

As far as my look in the TVC is concerned, the experience of sporting a fresh new hairdo for the latest Pepsi commercial has been great fun. True to the brand’s virtues, of being youthful, fun, and irreverent the TVC besides highlighting an issue close to my heart has also given me a chance to try something new and different. I hope everyone will like this new look!”

M.S Dhoni: “I think connections can’t take you far in life. Even if one makes it to the team connections cannot guarantee victory in a World Cup. I firmly believe that a Youngistaani is one who not only has a passion to succeed but is also determined and untiring in spirit to accomplish this success. Being a vital part of the ‘Youngistaan’ campaign I applaud the brand which has not only mirrored dreams of today’s aspirational youth but has also spurred emancipated thinking amongst the youth.”

Sreesanth: “The theme ‘connections’ taken up by Pepsi is a very strong concept and I think it will move the youngsters. Dancing to the tune of ‘Youngistaan’ was fun and this is one is the best shoots of my life”.

Ishant: “This is my first film with Pepsi and it is a great feeling to be a part of the ‘Youngistaan’ campaign that is resonating so well with the youth.”

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