Beverage brand Pepsi on Friday announced its collaboration with Superstar Salman Khan as brand ambassador in Bangladesh. As a youth centric brand, Pepsi has always had its finger on the pulse of changing times and trends and this summer, the brand, along with Salman Khan, is bringing to life the one word that defines the youth of today – SWAG.
SWAG is at the core of Pepsi’s new Proti-Chumuk-e-Swag campaign, which is based on the insight that the country’s youth has never been as confident and aspirational as they are now. Through the campaign, Pepsi will bring to fore the spirit of today’s generation, which is about exhibiting self-awareness and living life on their own terms with SWAG.At the center of this campaign is a superstar and now Pepsi’s brand ambassador in the country, Salman Khan. The Proti-Chumuk-e-Swag campaign launched today with a TVC featuring the actor, which shows him in his trademark confident and striking avatar. Seen for the first time in a campaign for the brand in Bangladesh, Salman portrays a confident character that syncs perfectly with his personality. The film opens in a college canteen, where a young couple is seen studying together. Their time together is cut short as they are made to field questions from another classmate about their relationship status. This monologue is interrupted by the timely entry of Salman Khan, who takes a swig of PEPSI® and steps in to save the day in his trademark SWAG style. The appeal Salman Khan carries as a performer is unabashed and effortless, which is evident in the TVC as he drives home the message very seamlessly and in a fun fashion.
Speaking about his appointment as brand ambassador and the TVC, Salman Khan said, “I am very happy to come on board as Pepsi’s brand ambassador in Bangladesh. The people of Bangladesh have shown me tremendous love over the years, and I am sure that they will continue to do so as I start this new journey with Pepsi. Proti-Chumuk-e-Swag proposition addresses youth centric issues and tackles them in a very relatable way. I am confident that the new campaign will resonate strongly with consumers across the country.
Transcom Beverages Ltd Spokesperson said, “Pepsi is one of the fastest growing CSD brands in Bangladesh and we are thrilled to introduce the brand’s Proti-Chumuk-e-Swag proposition in the country today. Our association with Salman Khan is a milestone that we aim to celebrate this summer. Salman has a rapidly increasing fanbase in the country and he is known to have a strong connect across generations and genders. He is a youth icon across the nation and his popularity, mass appeal and connect with audiences make him the perfect choice for the campaign. We strongly believe that he resonates with the word Swag in a way no one else can and are confident that his effortlessly cool attitude will enable today’s generation to strongly relate with him.”
PepsiCo Bangladesh spokesperson said, “Pepsi has always been a youth centric brand and had its pulse on the changing trends, evolving times and beliefs of the younger generation. In fact, we have always created campaigns that resonate with their contemporary ideas. Our new campaign for this summer, Proti-Chumuk-e-Swag reflects how the youth should tackle societal judgement - with self-confidence, unshakeable self-belief and irrefutable SWAG. Salman’s association with the brand heightens the Swag proposition and we look forward to building it into one of our largest campaigns in Bangladesh in 2020 and bringing it alive through multiple consumer passion points during the year.”