Pepsi urges college-goers to add a new word to the dictionary this admission season – SWAG, as a part of the Har Ghoont Mein Swag narrative.
With over 3 lakh registrations for 62,000 seats across 90 colleges in Delhi University alone, 18 year olds across the country experience a range of emotions as they wait for the cut offs to be announced.
Pepsi has introduced a series of new creatives across digital and on ground, which bring alive the philosophy and reinstate the brand’s proposition of ‘Har Ghoont Mein Swag’.
Talking about the activity, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said, “Every year in India, the most important life event for an 18 year old is college admissions and students across the country are waiting with bated breath the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. We understand that the ongoing admissions season is something that the youth is heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful.”
He adds, “With the ‘Har Ghoont Mein Swag’ campaign, PEPSI® will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘Cut Off Is Temporary and Swag is Permanent.”
Tiger Shroff, and rapper Badshah have also joined the brand as it asks students to follow their passion and let their SWAG do the talking.
Sharing his memories, Tiger Shroff said, “It doesn’t matter what one chooses to do, as long as you give it your 100%. I dropped out of college because I wanted to follow my passion for martial arts and acting. I knew that it was the one thing I was ready to give my 100% to. It took years of hard work to get to where I am today, but it seemed easy all through the way because I was doing what I loved.”
“I only have one message for all those college aspirants who are eagerly waiting for the cutoffs to be announced – believe in yourself and your passion, carry yourself with swag and success will follow. Don’t let a number write off your dreams!”
Badshah said, “I was an all-rounder at school and loved studying through college as well. In fact, not many people know but I have worked as a civil engineer in the past. But throughout my life there was only one thing that gave me pure joy, and that was music. A lot of people questioned my choices when I wanted to pursue it as a career, but I knew that my passion combined with hard work would take me far. I’m glad I could prove that following your passion can take one places. It’s all about believing in yourself and carrying yourself with ‘swag’. To all the kids who await the cut offs, dream big, be your confident self, work hard and make your dreams come true.”
Har Ghoont Mein Swag’ was launched earlier this summer and aims to celebrate the confidence and self-belief of the Indian youth.
The campaign is about living in the moment, seizing new, interesting opportunities and doing it all with SWAG. It is based on the idea that when the self-belief of India’s youth leads to self-confident action, every drop rises to the occasion, creating an ocean of youthful Swag.
As part of campaign, the brand has also activated those consumer passion points which resonate the most with today’s generation – Bollywood, cricket and music. The 360-degree marketing campaign also activates ‘Away from Home’ (AFH) consumer hangouts.