Youngistan and Pepsi's Online Marketing Campaign

Pepsi has taken the whole Youngistan concept to a whole new level online First came the Youngistan Ad then the show Wassup Youngistan with MTV India and now a whole virtual world of Youngistan. For the Youngistan Camapign they have created a whole microsite depicting Youngistan as seen in the pic what's more is the presence of Pizza Hut, PVR and MTV in this microsite all of whom are actually youth brands and that might be the reason for this cobranding exercise. The virtual Youngistan offers mobile theme downloads, offers personalized Youngistan Pizza Hut cards offering discounts, offers Youngistan tips in the pathshala( school) and offers look at Pepsi ads.
Pepsi has a pepsizone at Yahoo India which they had utilized very well during their Mycan Marketing campaign which garnered nearly 4 million pageviews during campaign period for them and they have used the same microsite again. Overall its a brilliant effort to build a community around the brand Pepsi and is a great use of internet as a marketing platform but best of lot is the term Youngistan through which it is trying to reach out to urban youth and the rebel theme interestingly according to Pepsi "Youngistaan" is the expression given to individuality – the need to do one’s own thing and they have managed to make this term stick. Most interesting was the use of Rediff to market a site hosted on Yahoo India seems like trying to get the best of both worlds but nevertheless these campaigns means that Pepsi is the most savy Indian brand in terms of using Internet marketing.
Visit the youngistan website here