<ul><li>A 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth’.</li><li>Pepsi will be launching its association with Salman Khan by tying up with Dabangg 3.</li><li>According to industry sources, the deal was finalised at Rs 15 crore. <br /></li></ul>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. <br /><br />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 ‘<em>Har ghoonth main swag'.</em> 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. <br /><br />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.’ <br /><br />“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. <br /><br />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.<br />

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

<ul><li>Over the years, Pepsi has gone through several brand transformations to stay relevant.</li><li>We try to dissect GenZ and Millennials’ behaviour with a brand that has catered to young generations since its inception.</li></ul>North-American beverage and snacks maker PepsiCo started its operations in India in 1989. Since then, many companies have launched in India. A few evolved with the changing tides and some failed to keep up with the curveballs in the shape of competition, macro-economic factors, technology and the ever-changing consumer behaviour and eventually, withered away. So, what has helped a traditional multi-corporation like PepsiCo and its flagship brand Pepsi avoid aging and stay young in a volatile environment? Clever advertising and marketing techniques. <br /><br />“The brand has always had its finger on the pulse of pop culture, and in turn, appealed to today’s generation through content which is relatable to them. Extensive consumer research over the years has helped us stay ahead of the curve and tell stories that resonate with them - whether it is through Bollywood, music or cricket. We have focused on creating engaging and relatable content for consumers around these passion points as we truly believe it is about creating content which they can interact with,” said a PepsiCo India spokesperson. <br /><br />Today, Pepsi is known as a brand that celebrates the sizzling swag of India’s youth. It reflects how GenZ and Millennials are armed with self-belief and confidence. <br /><br />Pepsi has gone through several brand transformations. Its iconic Dil Maange More where the cricketers would quench their thirst with a cool can or a young Shahid Kapoor or Shahrukh Khan would request for just one more sip of Pepsi won our hearts in the late 90s. Dil Maange More campaign also featured Rani Mukherjee, Kajol, Preity Zinta. <br /><br />          <div type="Youtube" id="Aog_A-lqla4" title="Dil Maange More - Pepsi (shahid,rani,srk,kajol)" thumbUrl="https://i.ytimg.com/vi/Aog_A-lqla4/mqdefault.jpg"></div><br />          <div type="Youtube" id="rgWHfgGL244" title="Pepsi- Yeh Dil Maange More" thumbUrl="https://i.ytimg.com/vi/rgWHfgGL244/mqdefault.jpg"></div><br />Another catchy but short-lived campaign that Pepsi came up with, in 2006 was ‘Oye Bubbly,’ which was also conceptualised by JWT. <br /><br />          <div type="Youtube" id="pstROq1bdFA" title="Oye Bubbly video- Pepsi Ad- Shahrukh khan" thumbUrl="https://i.ytimg.com/vi/pstROq1bdFA/mqdefault.jpg"></div><br />In 2013, Pepsi changed its tagline to ‘Live it Abhi’ to encourage the youth to live in the moment. It featured Ranbir Kapoor, Anushka Sharma and Virat Kohli. <br /><br />          <div type="Youtube" id="sLgWCwuHtS4" title="Pepsi – Time to Dikhao #LiveItAbhi" thumbUrl="https://i.ytimg.com/vi/sLgWCwuHtS4/mqdefault.jpg"></div><br />          <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div><br />The tagline was tweaked to ‘Oh Yes Abhi!’ to represent the young, impatient audience, who believe in taking an action ‘now.’ It onboarded Priyanka Chopra Jonas and Mahendra Singh Dhoni to revamp its proposition. <br /><br />          <div type="Youtube" id="goBKNZJYjNo" title="Pepsi IPL Oh Yes Abhi Priyanka Chopra Film" thumbUrl="https://i.ytimg.com/vi/goBKNZJYjNo/mqdefault.jpg"></div><br />In 2017, Pepsi changed its tagline to ‘Socha nahi ji gaya, Pepsi thi pi gaya.’(Didn’t think as I lived the moment, there was Pepsi so I drank it). <br /><br />          <div type="Youtube" id="uzQEuGymtCU" title="Socha Nahi Ji Gaya – Fast Forward" thumbUrl="https://i.ytimg.com/vi/uzQEuGymtCU/mqdefault.jpg"></div><br />Pepsi’s summer bottle during this campaign was packed with a few popular words that the millennials used then such as #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, etc.<br /><br />          <div type="image" title="Pepsi muah" msid="81573608" hostid="261"></div><br />          <div type="image" title="pepsi kalti" msid="81573617" hostid="261"></div><br />Pepsi’s campaigns are known for its star-studded ensemble cast. It has tried to feature country’s most-sought-after youth icons over the years. It also changes its packaging to reflect the pulse of the country. <br /><br />From changing its typography from minimalism to elaborate, in the last year, the brand has changed its marketing efforts to position itself as a ‘cool’ brand that drips swagger in every drop<br /><br />Under its latest campaign, Pepsi has worked with Tiger Shroff, Disha Patani, Badshah and most recently Salman Khan. It has also tweaked its packaging to connect with younger generations by incorporating its tagline ‘Har Ghoont Mein Swag.’<br /><br />          <div type="image" title="Pepsi swag bottle" msid="81573622" hostid="261"></div><br />With summer approaching in different parts of our country, Pepsi launched a new campaign with brand ambassador Salman Khan. <br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CMMBgxXlERz/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CMMBgxXlERz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CMMBgxXlERz/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Salman Khan (@beingsalmankhan)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>]]></cdata></div><br />On what inspired the brand to onboard Khan as its brand ambassador, the spokesperson said, “Salman Khan’s effortlessly cool attitude enables today’s generation to relate with him strongly and he resonates with the word, SWAG, in a way no one else can. He is known to have a strong connect across generations and genders, and his popularity, mass appeal and connect with the Indian audiences make him an ideal fit for a brand like Pepsi.”<br /><br /><cmsannotation type="cmsannotation" annotationid="Understanding GenZ and Millennials" text="Understanding GenZ and Millennials"><span data-til="noop">Understanding GenZ and Millennials</span></cmsannotation> <br /><br />GenZ is said to have the attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. At the same time, they are becoming more aware of how advertising works and are able to separate grey from black. India also has the largest population of young people, making them an important target group for marketers. So, we asked Pepsi about the youth’s behaviour and what are some of the things that they expect from brands today. <br /><br />“In today's day and age, consumers expect their favorite brands to engage with them through meaningful experiences across different digital touchpoints. They no longer just want to buy things today but instead want to want to be associated with a brand’s identity - they want inspiration, emotion, drama, and an overall feel-good experience. Simply put, consumers want to step away from an interaction with a brand, feeling like they have gained something. It is no longer about a one-way presentation of the brand’s core product offering but more about the dialogue that a brand can start and the emotions it can evoke. Brands which keep these factors in mind while communicating with consumers are more likely to receive higher consumer attention and engagement,” said the PepsiCo India spokesperson. <br /><br />The brand also keeps a close eye on social media trends.<br /><br />“Another important aspect which has helped us connect deeply with consumers is moment marketing. Today’s generation appreciates when brands share topical content and that is why we have an ‘Always On’ social media strategy for Pepsi. Lastly, apart from topical content, we also identify hero moments at the beginning of the year which we would like to leverage, which are usually tied in with our campaign for the year,” shared the spokesperson. <br /><br /><cmsannotation type="cmsannotation" annotationid="Getting back to normal" text="Getting back to normal"><span data-til="noop">Getting back to normal</span></cmsannotation><br /><br />After going through a dry spell last year due to the lockdown, Pepsi has seen its demand picking up in the last few months. <br /><br />“As people adapt to the new normal and step out of their homes, we are slowly seeing positive sale movements from dormant segments. We are looking forward to the recovery and the return of pre-covid trends, especially as the summer season approaches. The demand has been robust in the last few months and to improve it further, we implemented strategies like the introduction of friendship packs that helped consumers who were looking for convenient options for at-home consumption, mainly in urban markets. In fact, At-home demand for beverages was leading the recovery trend over the last few months and we are hopeful that it is only bound to scale up. Moving forward, convenience will continue to be driving factors as we ensure both large and small packs of products across our categories are always available to suit various occasions and consumers across the country,” said the spokesperson. <br /><br />During the lockdown, Pepsi also shifted its marketing monnies to digital media and is now slowly getting back to its 360-degree approach. The cola brand has constantly reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports and this year, it would continue to focus on the same areas. <br /><br />Sharing some of the focus areas for this year, PepsiCo’s spokesperson said, “Driving consumer awareness and engagement through effective advertising has always been our priority. In 2020, we launched digital-first campaigns given online content consumption was at an all-time high. This year, with the external environment slowly opening up, our intent is to elevate our marketing game a notch higher to create a 360-degree surround. We will be pivoting our brand communication across mass pillars of choice like entertainment, sports, music and gaming through multiple mediums to reach consumers across the country. While we shall continue to leverage digital platforms, we shall also leverage other mediums especially TV and outdoor as they are gaining prominence.”<br />

How Pepsi continues to stay relevant and connect with every generation

<ul class="summary-list"><li><keyword id="11894587" type="UNKNOWN" weightage="60" keywordseo="saudi-arabia" source="Orion">Saudi Arabia</keyword> says 44 global companies are moving their regional head offices to its capital.</li><li>The kingdom told companies in February that it'd cut off business if they didn't make such a move.</li></ul><p>In February, Saudi Arabia issued a daring ultimatum to multinational companies: Shift your regional head office to the country by 2024, or the government will stop doing business with you.</p><p>The announcement was part of a full-scale push by Crown Prince Mohammed bin Salman to turn the Saudi capital, <keyword id="12406327" type="UNKNOWN" weightage="60" keywordseo="riyadh" source="Orion">Riyadh</keyword>, into a global center for <a href="https://www.vision2030.gov.sa/">finance, business, and logistics</a> as the kingdom seeks to be less reliant on oil, which OPEC figures indicate make up <a href="https://www.opec.org/opec_web/en/about_us/169.htm">70% of its exports</a>.</p><p>Investors and expats balked at the ultimatum at the time, with many saying it was a ploy to wrench business away from Dubai in the neighboring United Arab Emirates, where <a href="https://www.dsc.gov.ae/Report/DSC_SYB_2020_01_03.pdf">90% of workers are foreigners</a>. One veteran financier described it as <a href="https://www.cnbc.com/2021/02/16/targeting-dubai-saudi-arabias-ultimatum-to-pull-hq-offices-to-kingdom.html">"anti-competition" and "corporate bullying,"</a> per CNBC.</p><p>But the tactic seems to be working. Saudi Arabia announced on Wednesday that 44 international corporations, including PepsiCo, Siemens, and Unilever, were establishing their regional headquarters in Riyadh, <a href="https://www.arabnews.com/node/1956211/business-economy">local news reported</a>.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-Abdulhadi Habtor  (@Alhabtour) <a href="https://twitter.com/mims/statuses/1453276310780919810?ref_src=twsrc%5Etfw">October 27, 2021</a></blockquote><p>Hosam Alqurashi, the director of the kingdom's Regional Headquarters Program, said at the announcement that its capital was "witnessing the greatest art movement since the Renaissance," <a href="https://www.arabnews.com/node/1956211/business-economy">per Arab News</a>.</p><p>The new total is up from the initial 24 corporations that in January said they'd move their regional offices to <a href="https://www.arabnews.com/node/1956686/business-economy">Saudi Arabia from Dubai</a>.<a href="https://www.ft.com/content/b968a082-486b-4eb0-b268-e1f2377891d9"></a></p><p><a href="https://www.ft.com/content/b968a082-486b-4eb0-b268-e1f2377891d9">Back then</a>, officials tried to entice businesses with a 50-year corporate tax holiday and waivers for employment quotas.</p><p>The February ultimatum took a different spin. "Everyone is freaking out. We are used to governments offering carrots, but this time a big stick has come out of the bag," a regional manager of a multinational company told <a href="https://www.ft.com/content/3a93b6a6-dbec-4cc7-98e5-a37804fe3fa6">the Financial Times</a> then. "Frankly, it's offensive."</p><p>Despite the backlash, Fahd al-Rasheed, the president of the Royal Commission for Riyadh City, <a href="https://www.reuters.com/world/middle-east/saudi-push-company-headquarters-showing-success-says-official-2021-10-24/">told Reuters</a> the Saudis' goal wasn't to "dismantle" business in neighboring countries.</p><p>"We are simply saying - you need to have your regional headquarters here because this is not simply a contract economy that you come in and come out," <a href="https://www.reuters.com/world/africa/saudi-tv-says-44-international-companies-move-headquarters-riyadh-2021-10-27/#:~:text=RIYADH%2C%20Oct%2027%20(Reuters),for%20foreign%20capital%20and%20talent.">he said Wednesday</a>. "We want to see you with us for the long term."</p><p>Al-Rasheed added that Riyadh wanted to get 480 companies to establish regional headquarters there by 2030 - also the <a href="https://www.vision2030.gov.sa/">deadline the crown prince</a> set to diversify Saudi Arabia's economy.</p><p>Still, the kingdom may have some difficulty replicating Dubai's success.</p><p>The 2018 assassination by Saudi agents of <a href="https://www.insider.com/the-murder-of-jamal-khashoggi-2019-10">the journalist Jamal Khashoggi</a>, who had been critical of the royal house, soured the global reputation of Crown Prince Mohammed and left the kingdom's sovereign wealth fund vulnerable, Joel Rubin, a former deputy assistant secretary of state, told <a href="https://www.cnbc.com/2021/02/26/saudi-fund-vulnerable-after-mbs-actions-in-khashoggi-killing-ex-obama-official-says.html">CNBC</a> earlier this year.</p><p>Saudi Arabia has in recent years tried to shed its hardline-conservative reputation with changes like <a href="https://www.france24.com/en/20180420-conservative-saudi-arabia-loosens">letting women drive and opening cinemas for the first time in decades</a>. But it's yet to offer a lifestyle on par with the liberties that foreigners in Dubai can enjoy, like the freedom to drink alcohol, expats <a href="https://www.cnbc.com/2021/02/16/targeting-dubai-saudi-arabias-ultimatum-to-pull-hq-offices-to-kingdom.html">told CNBC</a>.</p>

You Searched For "Pepsico gets salman" and got 3 results

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

BI India Partner

How Pepsi continues to stay relevant and connect with every generation

Karuna Sharma

Saudi Arabia told international companies to move their regional headquarters to its capital or lose out on government contracts. It's working.

Matthew Loh