Lee Garfinkel remembers how one idea inspired a series for 3 different brands.
The concept of an innocent kid watching a sexy fashion model or actress drink a Pepsi started out…
Michael Jackson's managers approached Jay Coleman, founder/CEO of Entertainment Marketing & Communications International, in 1983, one year after the success of the album Thri…
Yeh Dil Maange More was coined by Anuja Chauhan at JWT. This was the Indian version of the ‘Ask For More’ commercial by Janet Jackson for Pepsi.
The phrase became extremely pop…
In early 2000, internationally Pepsi had launched a promo campaign, Pepsi Numeromania. As complicated as the name, was the promo. Pepsi wanted a campaign that was simpler and Indi…
1993, post-liberalization, cable television was taking off.
Entertainment had changed and there was more of it. The younger consumers were demanding and brand conscious.
Pep…
Pepsi always understood the prevailing attitude of the youth and communicated with them in a language that was relevant at that time. Over time, as the youth evolved, so did the c…
It was the early 90s when liberalization had started. The attitude of the youth had changed from planning for the future to living for now. They did not want to go the conventiona…
The 1996 Cricket World Cup was a proxy to celebrate the liberalized India - a battleground for the cola MNCs that had come in. A lot was at stake.
Pepsi had lost its bid …
