Pepsi gets a 54-year-old star, Salman Khan to target millennials

• A 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth’.
• Pepsi will be launching its association with Salman Khan by tying up with Dabangg 3.
• According to industry sources, the deal was finalised at Rs 15 crore.
  

From Disha Patani to Tiger Shroff, Pepsico has consistently partnered with artists and new age icons over the years. However, this time, the cola brand has on-boarded Salman Khan – a 54-year-old star – who is the most expensive brand endorser after Virat Kohli. According to industry sources, the deal was finalised at Rs 15 Crore.

In 2019, Pepsi’s core target audience has been the Indian youth. It was one of the first few brands to experiment with TikTok for its campaign ‘Har ghoonth main swag'. During the IPL season, Pepsi became the first brand in India to appoint an 87-year-old Charulata Patel, who has a viral internet star, as its brand ambassador. Through its campaigns, the brand has proven that age is just a number.

According to Pepsi, this time too, a 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth in a manner that is as effortlessly cool as Salman.’

“We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said a Pepsico spokesperson.

Khan will be next seen in the Dabangg franchise. Pepsi will be launching its association with Salman by tying up with Dabangg 3. This campaign will give consumers a sneak peek into what the Pepsi 2020 campaign will look like.