It's not easy to relaunch a brand with a great legacy in a country that we don't know much about. From keeping an open mind to understanding the culture and the mindset, it was a long journey. 

Pepsi had been struggling with product credentials, brand relevance and distinction - resulting in a year-on-year decline in market share and household penetration. This comprehensive product & brand restage in 2021 managed to deliver a breakthrough turn-around for Pepsi, delivering success after 15 years!

I didn't come up with the line #WhyNotMeriJaan but I worked on every step of this campaign and played an important role. It was an amazing learning experience, putting our biases aside and understanding a different culture.