MAM
Pepsi “wows” youngsters with its new thematic campaign
MUMBAI: With the arrival of 2010, Pepsi is ready to adorn the new baseline, Youngistaan ka Wow, an extension of its Youngistaan brand talk that was introduced in 2008.
Keeping in line with the new baseline, Pepsi will launch a new thematic TVC highlighting the “Wow” of the Pepsi drinker. JWT is the creative agency.
Says PepsiCo India EVP – marketing Sandeep Singh Arora, “Pepsi has always been synonymous with youthfulness, a ‘can do‘ attitude and ‘in my own way‘ spirit. With the Youngistaan campaign Pepsi branded this young confident generation, celebrated their attitude, their achievements and gave them a rallying cry to go out and make things happen. Now with Youngistaan ka Wow, Pepsi aims to celebrate the audacious self-belief of the youth, the believe with which they are able to make things happen while doing things their own way.”
Says JWT vice president Hari Krishnan, “Youngistaan Ka Wow stands for two things – firstly, the refreshment and magic of Pepsi the cola, which makes Pepsi Wow and is the most loved cola for the youth. Secondly, the audacious self belief of the youth that helps them overcome obstacles/conventions and create a Wow.”
The brand new communication will be supported by a high decibel ATL, digital campaign, with new engagement modules both online and on-ground.
MAM
Dinshaw’s launches 3x chocolate cone with ‘Dildaari’ campaign
Vinod Kambli fronts summer push built around richer final bite.
MUMBAI: The sweetest part of an ice cream may no longer be the first lick, it is now the last word. Dinshaw’s is rewriting the rules of cone indulgence with its new ‘Dildaari’ campaign, built around a simple twist: three times more solid chocolate at the tip.
At the centre of the launch is a familiar consumer truth, the final bite of a cone is often the most anticipated. Dinshaw’s is leaning into that moment, turning it into the hero by amplifying the chocolate layer at the bottom, effectively repositioning the end of the cone as the highlight of the experience.
The campaign is fronted by former Indian cricketer Vinod Kambli, whose personal journey lends an emotional undertone to the storytelling. Built around the line “Jinko life mein thoda kam mila, unke liye thoda zyada”, the narrative blends nostalgia with generosity, framing the product upgrade as more than just a feature, it is a gesture.
Timed for peak summer and the ongoing cricket season, the campaign taps into moments of heightened consumption and sentiment, where small indulgences carry outsized emotional value.
The new range features nine flavours Badam Roasted, Butterscotch, Caramel Dolce, Choco Chip, Chocolate Brownie, Chocolate Ganache, Cookies n Cream, Mississippi Dark and Mocha Black and White each designed to complement the enhanced chocolate finish.
Conceptualised by Womb, the campaign pivots away from functional messaging to a more human insight: that sometimes, the smallest additions can make the biggest difference.
As brands continue to hunt for differentiation in a crowded category, Dinshaw’s bet is clear, if you cannot change the whole cone, make the last bite unforgettable.
