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Pepsi Marketing Strategy in India

Pepsi has shaped youth marketing in India by staying close to popular culture. From Bollywood stars and cricket icons to digital-first celebrity content, the brand has changed its style with every decade. This page looks at how Pepsi used famous faces to stay young, bold, and relevant.

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Pepsi has built a strong place for itself in India by staying close to youth culture and popular trends. Since entering the country in 1989, the brand has focused on speaking to young people through movies, cricket, and later digital platforms. Instead of using one fixed style, Pepsi kept changing its tone to match what each new generation cared about.

From early ads with Bollywood stars to cricket-led campaigns during major tournaments, Pepsi used familiar faces to create instant connections. Over the years, these faces changed, but the goal stayed the same. The brand wanted to sound young, confident, and current. As media habits shifted, Pepsi moved from television-first ads to content made for social platforms and short videos.

This page looks at how Pepsi’s marketing in India evolved across the 1990s, 2000s, 2010s, and 2020s. It explains how the brand used celebrities, sports partnerships, and new technology to stay visible and relevant in a fast-changing market.

1990s: Building a Youth Brand

Pepsi entered India in 1989, when the country was slowly opening its doors to global brands and new ideas. Cable TV was reaching more homes, and young people were getting exposed to international music, films, and sports. This group wanted something modern and exciting. Pepsi understood this early and chose to speak directly to them instead of trying to please everyone.

From the beginning, Pepsi used celebrities to set its tone. Aamir Khan and Aishwarya Rai led the “Yehi Hai Right Choice Baby” campaign, which quickly became a part of pop culture. Aishwarya’s character “Sanjana” felt stylish and confident, while Aamir brought a friendly, youthful energy. The ads were simple, catchy, and easy to remember. They made Pepsi look fun and different from other soft drink brands that felt more traditional.

Cricket was already a national passion, and Pepsi made it a core part of its identity. By signing stars like Sachin Tendulkar and Lasith Malinga, the brand connected itself with pride, emotion, and excitement. These cricketers were not just players. They were heroes for millions of young fans. Seeing them with Pepsi made the brand feel closer to everyday life.

The biggest breakthrough came during the 1996 Cricket World Cup. Pepsi was not an official sponsor, but its “Nothing Official About It” campaign was everywhere. The line was clever, confident, and easy to remember. It allowed Pepsi to stay visible without breaking rules. People talked about the ads as much as the matches. This move showed how sharp and fearless Pepsi’s marketing had become, and it set a new standard for sports advertising in India.

By the end of the 1990s, Pepsi had clearly positioned itself as a youth-first brand. It spoke the language of young India, used faces people trusted, and stayed close to cricket and entertainment. This strong base helped Pepsi move into the next decade with confidence and a clear identity.

2000s: Big Faces, Bigger Ads

In the 2000s, Pepsi went all in on big, star-filled ads. Instead of one face, the brand brought many famous names together in a single commercial. The thinking was clear. When top actors and cricketers appear together, people stop and watch. These ads created excitement even before they aired.

Pepsi featured some of the biggest film stars of the time, including Shah Rukh Khan, Amitabh Bachchan, Saif Ali Khan, Kajol, and Rani Mukerji. The ads felt like short movie scenes with humor, drama, and strong personalities. They were shared, discussed, and remembered just like hit film moments. Pepsi started to feel less like a drink and more like a part of popular entertainment.

Cricket continued to be a strong pillar for Pepsi. The brand used icons like Sachin Tendulkar and M.S. Dhoni to stay close to young fans. These players stood for hard work, confidence, and big dreams. Seeing them with Pepsi made the brand feel inspiring and energetic.

Campaigns like “Yeh Dil Maange More” and “Mera Number Kab Aayega” struck a chord with young Indians. The ads talked about ambition, patience, and the desire to move ahead in life. They reflected what many young people felt during that time. Pepsi was no longer just about refreshment. It became a symbol of hope, hunger for success, and wanting something better.

2010s: Youngistan and Digital Change

As a younger audience became the main consumer group, Pepsi updated its tone and look. The brand moved away from heavy, star-packed TV ads and started using quicker stories with clear messages. The goal was to stay relevant to young people who wanted change, choice, and self-expression.

The “Youngistan” campaign marked a clear shift in Pepsi’s voice. With Ranbir Kapoor and Deepika Padukone, the ads spoke to young Indians who wanted freedom and confidence. The campaign showed Pepsi as a brand that understood youth opinions and supported fresh thinking. It felt direct and relatable, not preachy.

The “Oh Yes Abhi” phase brought together M.S. Dhoni, Ranbir Kapoor, and Priyanka Chopra. The message focused on acting now instead of waiting. This matched how people were starting to live their lives through smartphones, quick decisions, and instant content. The ads felt fast, simple, and in tune with daily habits.

During this decade, digital platforms became hard to ignore. Pepsi began shaping its campaigns for online sharing along with TV reach. Short videos, clips, and social media conversations became part of the strategy. Celebrities were used not just in ads but also in online moments that people could react to and share.

Pepsi’s role as the title sponsor of the IPL kept the brand in constant view. The league ran for weeks, which meant daily exposure across matches, highlights, and fan chatter. Cricket became everyday entertainment, not just a big event. By staying close to the IPL, Pepsi remained part of regular conversations and youth culture throughout the season.

2020s: Social Media and New Expectations

By the 2020s, short videos and fast content had become part of everyday life. People spent more time on phones than on TV. Pepsi adjusted quickly. Television ads still mattered, but social platforms became just as important. The brand focused on showing up where conversations were already happening.

In 2024, Pepsi brought back its most famous line, “Yeh Dil Maange More,” with Ranveer Singh as the face of the campaign. This marked a fresh chapter for a slogan that had shaped youth culture years ago. The return lined up with Pepsi’s 125-year milestone in India and the launch of a new global logo and brand look.

The idea behind the campaign was clear. Young people should trust their instincts and not settle for less. Ranveer Singh’s high energy helped deliver this message. The ads showed the clash between outside pressure and inner desire, with Pepsi supporting the choice to follow the heart.

The main TV commercial used quick cuts, bold visuals, and strong emotion. Ranveer Singh played a key role in showing the daily push and pull that young people experience. The story felt real and easy to connect with, which helped the campaign move smoothly from TV to online clips and reactions.

Pepsi also used technology to keep attention high during this decade. In 2022, the brand launched a major summer campaign with Salman Khan that used advanced deepfake technology. This made Pepsi one of the early brands in India to try such tools in a mainstream ad.

The ad showed Salman Khan in two roles. The present-day Salman meets Prem, his popular character from the 1994 film Hum Aapke Hain Koun. Set inside a bungalow, the younger Prem asks about his future, including fame, fitness, and marriage. The older Salman replies with light humor, which added warmth and familiarity. The ad blended nostalgia with modern tech, making it easy to share and talk about online.

This campaign was part of the “Har Ghoont Mein Swag” series and highlighted the idea of more fizz and a refreshing taste. It worked because it felt familiar but still new.

Alongside TV-led campaigns, Pepsi designed content for digital sharing. Short videos, reels, and quick moments became the main focus. Celebrities were used to spark conversations, reactions, and trends rather than just promote the product in a traditional way.

At the same time, the decade brought tougher questions around health and responsibility. When well-known athletes like Virat Kohli stepped away from sugary drink endorsements, it reflected a wider change in public thinking. Brands like Pepsi had to balance reach with awareness. Celebrity marketing in the 2020s became less about blind promotion and more about staying relevant in a more conscious market.

Conclusion

Across decades, Pepsi’s Indian marketing shows one clear pattern. The brand listens to what young people care about at that moment and chooses faces that reflect it. From TV-led superstar ads to digital-first celebrity content, Pepsi keeps changing its style while holding on to its youth-focused identity.

Find the Right Celebrity for Your Brand

Choosing the right celebrity or influencer can shape how people see your brand, just like Pepsi has done across decades. We help brands connect with actors, cricketers, and digital creators for celebrity endorsements, event appearances, and influencer marketing. Whether it’s a product launch, festive push, or always-on social content, we help you find faces that match your brand voice and connect with the right audience.

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