OH YES ABHI was Pepsi's new chant for India and the challenge was to spread this message of impatience and drive conversations amongst the youth.
We asked the youth what they were impatient about and asked them to post it online with the hashtag #cantwaitabhi. We then fulfilled the most interesting wishes. We planted the idea of 'why wait for tomorrow when you can live today', a message that resonated with the youth. We also introduced the nation's first ever online on-demand live webcert.
Increase in fan-base
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