Young India is carrying the broken infrastructure on its shoulders and contributing to several COVID-19 initiatives; the Pepsi campaign praises these acts of kindness and depicts how they are #GivingToughTimeAToughTime.
The video campaign by Pepsi has been released as a tribute to the young India who is selflessly pitching into the COVID-19 relief and extending a helping hand during these trying times.
The textual motion creative follows a clean format with a voiceover and portrays various instances such as sharing leads on social media or amplifying requirements via messaging groups and the various ways citizens of India have taken the onus upon themselves.
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Caste, class, common, culture, or creed, all of these differentiators have been surpassed by the good deeds. Strangers are coming together to help out strangers, showing however inhumane a situation may be, humanity still cares.
The nuances of this countrywide initiative have been captured with words, in simple but on-point communication that captures how the youth is giving tough time a tough time. The campaign has garnered more the 625K views on Instagram to date.