In order to promote this season’s communication theme i.e. celebrating the irrepressible youth spontaneity, Pepsi adopted a path-breaking approach with the ‘Socha nahi, ji gaya, Pepsi thi pi gaya’ tagline. Taking its buoyant approach to the outdoor medium, the brand crafted a beach side at a bqs in Delhi NCR with hay décor, easy chairs, stand fans, etc.

Conceptualised and created by DDB MudraMax, the innovation underlined the opportunity for people to get away from the Delhi summer with a refreshing fizzy drink. Targeted at the younger audience, the innovation intended to utilise the dwell time of commuters while they waited for buses.