PepsiCo goes desi to woo young India

PepsiCo has started using catch words in local languages to establish a connect with the youth in the country, in a first such move by any global beverages company. 

According to PepsiCo in a report by The Economic Times, the company has started using popular words like 'bindaas' and 'dhamaal' on its pet bottles and cans in the areas where Hindi is a popular language. Similarly, they have also started using such words from Punjabi, Gujarati, Marathi, Bengali, Malayalam, Telugu, and Tamil in the pertaining areas.

PepsiCo's move comes at a time when the beverage along with Coca Cola has been boycotted by local retailers in Tamil Nadu, accusing the multinational companies of drying up the limited water resources of the state. 

In the metropolitan of Mumbai, the brand has put up hoarding boards with Pepsi bottles sporting 'Go Cray', a slang for 'Go Crazy'.

Commenting on the move, PepsiCo's senior vice president told ET, "India has the advantage of multiple languages and we want to leverage that connect with out consumers."

He added, "It's about connecting with young consumers in languages they are closest to," he said. 

However, the same policy hasn't been extended yet to other products under the PepsiCo brand yet.