New Delhi: Youngistaan’, Pepsi’s ode to the Indian youth started as a campaign targeting not only the youth of the nation but also those who are young at heart. To highlight the feeling that flows through every youthful nerve in the country today, Pepsi helped the youth express this emotion by launching the Youngistaan drive. Moving a step ahead in this endeavour Pepsi partnered Radio Mirchi 98.3FM, India’s Hottest Radio station to take the Youngistaan campaign to the next level.
For the first time in the history of radio industry, Radio Mirchi 98.3FM provided once in a lifetime opportunity to its listeners to compose the ‘Youngistaan Ka WoW’ jingle along with the seasoned music-director duo Vishal &Shekhar live on air.
‘Youngistaan ka Wow’ speaks about the confidence of today’s youngsters who overcome obstacles or conventions that come in their way, and achieve what they want. It also underlines the fact that youngsters today refresh and surprise the world through their thoughts and acts.
Taking this concept further, in a never done before activity, Radio Mirchi 98.3 FM invited its ‘young’ listeners to call in and compose a funky, liberating and refreshing jingle along with the talented Vishal – Shekhar for Pepsi’s new campaign.
Telling us about the Youngistaan ka WoW jingle campaign, Mr Ranjit Madgavkar, Creative Head & Senior VP, Radio Michi said, “Pepsi wanted Radio Mirchi to be a part of the launch of their new Youngistaan ka WoW jingle and lend support in promoting it on air. Radio Mirchi suggested a unique way to promote this on air and decided to do some `reality radio’ magic by co-creating the anthem with our listeners across 23 Radio Mirchi markets in one day. The music gurus Vishal & Shekhar were present all day long in the Mirchi studio and put together the anthem with suggestions, thoughts and lyrics from listeners all across India. The new and exciting Youngistaan ka WoW melody was ready by 7 pm completely made interactively by the listeners and the gurus on Radio Mirchi creating Radio History.”
The initiative received a phenomenal response and entries floated from all across the country. The lucky entries selected by Vishal & Shekhar will be flown down to Mumbai to meet and greet with Vishal & Shekhar and watch them perform live to the Youngistaan jingle.
Commenting on Pepsi’s exceptional new initiative, Mr. Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India said, “Pepsi’s latest baseline Youngistaan ka WOW is the voice of the youth resonating their unique ideas, opinions, attitudes, knowledge and actions. It is a feeling that is racing through every youthful nerve in the country today. The anthem celebrates the audacious self-belief of the youth who are go-getters, making things happen their way.”
All through the day on Thursday, March 4, the music–director duo screened through the entries and compiled the lyrics sent by the listeners for the final composition live on Radio Mirchi 98.3FM
All in all it was a true Mirchi experience for the listeners who got an opportunity to be a part of this grand experience.