Focusing on youth’s behaviour during Ganesh Chaturthi, Visarjan(Idol immersion) became an excellent platform for the brand which not just had high cultural relevance but also was a point of high involvement driving spontaneity via this celebratory moment which became the brand’s top priority.

Taking this thought forward Pepsi revamped the concept of Visarjan(Idol immersion) which directly connected the youth and involved them in something which was never done before by creating a property which helped us solve two main aspect:

1. Connection with the youth

2. Uniqueness of the campaign in relevance to Moments

Pepsi BoomBox was witnessed by 10 lac+ brands core TG who rallied for hours along with the celebrity band- Euphoria.

The campaigns pre-hype attracted 20 colleges participating with more than 500+ young bands sending their entries. Final 5 budding bands were given an opportunity to get votes for themselves during live performances at the pandal. This winning band not just received huge gratification but also was promoted through various TOI ads and Euphoria band themselves.