Pepsi uses mobile marketing to promote its Youngistaan campaign

PepsiCo is using mobile platforms like SMS, WAP and voice to engage consumers with its Youngistaan campaign and let them share their definition of Youngistaan. The company has launched a mobile portal wap.mauj.com/youngistaan and created a community called Youngistaan on SMSGupshup.com to promote the brand.

“Pepsi wanted to spread the attitude of Youngistaan among the youth. We opted for mobile marketing because the mobile is synonymous with the youth these days,” Vinod Thadani, regional mobile director, India and South Asia, GroupM, has said. MindShare, a GroupM agency, is handling Pepsi’s mobile campaign. [Source: Agencyfaqs]