Pepsi cools off exam tension with next leg of #HarGhoontMainSwag initiative
Temperatures are on the rise across North and South Campus as the cut offs for this year’s academic session are set to be declared. To ease this tension, Pepsi has roped in celebrity influncers Tiger Shroff and Baadshah to share the encouraging words 'Cut offs are temporary, Swag is permanent'. Part of the #HarGoontMainSwag campaign these influencers posted messages of inspiration to students. Tiger Shroff, and superstar rapper Badshah have asked students to follow their passion and let their SWAG do the talking.
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This Pepsi ‘Har Ghoont Mein Swag’ has leveraged celebrity influencers most connected with the youth to celebrate the spirit of a new generation. With millennials being the primary focus, Pepsi is making powerful use of the social media platform Instagram as their generation is the most engaged with it. Last year Pepsi also won over TikTok with their campaign ‘Want to become a #Swagstar? Join the Pepsi #SwagStepChallenge.
The #SwagStepChallenge received tremendous feedback on Instagram, generating a reach of 18.1 million and an engagement of 4.8 million.
Pepsi also previously also introduced a series of engaging new creatives across digital and on ground, bringing alive the philosophy and reinstating the brand’s proposition of ‘Har Ghoont Mein Swag’. The brand has done a good job of capturing the rebel spirit of the youth with their successive marketing campaigns.
Speaking about the initiative, Tiger Shroff said, “It doesn’t matter what one chooses to do, as long as you give it your 100%. I dropped out of college because I wanted to follow my passion for martial arts and acting. I knew that it was the one thing I was ready to give my 100% to. It took years of hard work to get to where I am today, but it seemed easy all through the way because I was doing what I loved. I only have one message for all those college aspirants who are eagerly waiting for the cutoffs to be announced - believe in yourself and your passion, carry yourself with swag and success will follow. Don’t let a number write off your dreams!”
Speaking about his experience at school, rapper Baadshah said, “I was an all-rounder at school and loved studying through college as well. In fact, not many people know but I have worked as a civil engineer in the past. But throughout my life there was only one thing that gave me pure joy, and that was music. A lot of people questioned my choices when I wanted to pursue it as a career, but I knew that my passion combined with hard work would take me far. I’m glad I could prove that following your passion can take one places. It’s all about believing in yourself and carrying yourself with ‘swag’. To all the kids who await the cut offs, dream big, be your confident self, work hard and make your dreams come true.”
Talking about the activity, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India said, “Every year in India, the most important life event for an 18 year old is college admissions and students across the country are waiting with bated breath the cut-off announcement to see whether they will get the course and college of their choice. Intense competition only adds to the situation. As a brand¸ PEPSI® has always resonated with the voice of today’s generation and we understand that the ongoing admissions season is something that the youth are heavily invested in. At the same time, we want them to know that marks and admissions are only one part of life. If one follows their passion, and puts in their best towards something, they are bound to be successful. With the ‘Har Ghoont Mein Swag’ campaign, PEPSI® will be a part of this important life event of the youth and will enable them to spread their wings by reiterating the empowering message that ‘Cut Off Is Temporary and Swag is Permanent.”