TV, the universal first screen for music was chosen to be the heart, not the ‘sole’ of our desired impact on the youth.

So was born Pepsi-MTV-Indies - the world’s first 24-hour stage on television - where teenagers could watch, participate and experience the independent music scene. To satiate their hunger for deeper engagement across screens, Pepsi-MTV-Indies was as much a mobile app as it was a YouTube channel, Twitter destination and Facebook page.

Cinema, Radio, OOH, college-canteens, coffee-shops were activated to spread the word on #Indies.

A Pepsi-MTV-Indies stage on-ground invited amateur bands to perform making the innovation participative.

In a category where TOM is a definite lead indicator to market share – Pepsi TOM rose from 19 to 27.

Most importantly, our core task of bringing back the love for Pepsi was achieved with a 25% increase in the score of “Brand I love” and increase in scores on “Trendsetter brand from 52 to 56.

Pepsi-MTV-Indies is subscribed by 22Mn+ households, reached out to 43Mn+ people and last quarter alone has delivered 107+Mn impressions across social media.

We didn’t just bring cool back for Pepsi. We brought cool back for MTV as well.