Pepsi India’s new tag line for 2010 was “Youngistaan Ka Wow” (The Wow of ‘Youngistaan’, the proverbial land of the young). For their visual language, I introduced a palette of young, bright colors with big and bold typography, unprecedented for Pepsi (and most companies) in India. The new look ties in with the North American campaign by Pepsi with its own distinct local flavor.

The same language has been carried into all applications including a simple yet innovative and interactive brand-book. Apart from design, the project included photo-shoots and massive amounts of coordination. The look continues to find expression in new campaigns and heralds a new era for Pepsi in India.

Campaign executed in JWT Delhi under creative supervision of Sumati Singh and Soumitra Karnik.(Some photographs are for representational purposes only)