Mar 09: Has it been a while since you heard a song that you can relate to? Something that speaks your language, lyrics that echo your identity, a song that you can claim is yours? A song that makes you go…….. WOW ?

‘Youngistaan’, Pepsi’s ode to the Indian youth started as a campaign targeting the youth of the nation donning the role of lyricists sharing what ‘Youngistaan ka WOW means to them. Pepsi partnered with Radio Mirchi 98.3 FM station to take the Youngistaan campaign to the next level by involving 23 Radio Mirchi markets (cities) where youngsters were invited to share their thoughts through interesting words, descriptions and phrases creating a funky, liberating and refreshing jingle along with the seasoned music-director duo Vishal - Shekhar live on air.
Music gurus Vishal - Shekhar then put the lines and lyrics together and created the jingle. with suggestions, thoughts and lyrics from listeners all across India. The new and exciting ‘Youngistaan ka WOW’ melody completely made interactively by the listeners created Radio History. “We have never done this before. I don’t think any music director has ever done this.” claimed Shekhar.

‘Youngistaan ka Wow’ speaks about the confidence of today’s youngsters who overcome obstacles or conventions that come in their way, and achieve what they want. It also underlines the fact that youngsters today refresh and surprise the world through their thoughts and acts.

The lucky entries selected by the duo were flown down to Mumbai to meet and greet with Vishal - Shekhar and watch them perform live to the Youngistaan jingle.

At the event, Pepsi also unfurled their new Pepsi commercial featuring heartthrob Ranbir Kapoor. The new commercial sees Ranbir as a butler all set to serve the President a bottle of Pepsi when all hell breaks loose.

Pepsi is now all set to get youngsters to create the music video for ‘Youngistaan ka Wow’ youngsters will have to send in their video clips from mobile phones to create the video. Watch out for the announcement.

-- By Verus Ferreira